《中国经营报》12月3日发表文章“IE:鼓励教授接‘私活’”

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全文见《中国经营报》 “中欧’的权力制衡/ IE:鼓励教授接‘私活’”一文。
这篇文章始于北大光华管理学院院长张维迎与教授何志毅因为工作分歧而造成的人事风波,但是无独有偶,两人面对媒体你来我往的公开辩论,确使这场原本只属于北大内部事务的工作分歧,成为一根引发国内媒体“深入思辨商学院治理与管理之道利与弊”的讨论。

Keys to the success of Chupa Chups

1442.jpgJanuary 2008. By Ramon Diaz Bernardo, Professor of Marketing at IE Business School.Many think the success of the original lollipop company, Chupa Chups, is because they were the first to put a sweet on a stick. But the real key to this success story is good marketing.

The success of Chupa Chups is, as almost always, the consequence of various concurrent factors. Therefore, it is not easy to identify one single reason why Chupa Chups is today a large enterprise. Searching for the common denominator of these factors, I consider it reasonable to say that the key to the success of Chupa Chups lies in the fact that they have been very good at marketing.

Why does the key lie in marketing? Because, in my opinion, the company´s success can be summarised by examining how it has very efficiently managed for famous Ps of marketing: product, pricing, promotion and placement.

When we speak about product in marketing, we referred to something tangible, i.e. the product itself (in this case, a sweet on a stick) and to something intangible, i.e. the brand name. The product designed by Bernat in the 1950s was undoubtedly an innovation in the sweet world, but what I consider to be the radical innovation was the development of the brand name associated with the product. Bernat was a visionary when he realised that a somewhat undifferentiated product such as a sweet could be given a brand name and differentiated.

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FT MBA Diary: The real journey is about to begin

olga-slavinka-small.jpgBy Olga Slavinka, IMBA 2007, published in FT.com

I now have my MBA diploma in my hands, the diploma for which I have worked so hard. Although the programme took only 13 months to complete, the sheer intensity of these five terms made me feel that I had been at IE Business School in Spain for far longer.

On the one hand, the idea that I no longer have to burn the midnight oil analysing business cases is quite appealing. On the other, I now realise that the unbelievably intensive academic experience was not only one of the smartest investments of time and money I have ever made, but was also amazingly, albeit exhaustingly, enjoyable. It may sound clichéd but I feel very well-equipped to deal with the real world waiting for me, although maybe I should add that Iâ??m acutely aware there is still plenty to learnâ?¦

Returning to where I left off in my last entry, in the summer I travelled for a couple of weeks after the core MBA courses came to an end, returning to Madrid in September with my batteries somewhat recharged for the fifth, and final, elective period. Whereas during the core terms classes ran from 9am till 3 pm, with a permanently heavy workload in the afternoons, the elective period seemed easier to handle. The schedule was not as structured however, with classes sometimes taking place from early morning till 10 pm to allow practitioners to come and teach after their working day was over.

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Spain´s role in the relations between Asia and Latin America

1440.jpgJanuary 2008. By Gonzalo Garland, Professor of Economic Environment at IE Business School.

Some analysts believe Spain is playing a key role in building relations between Asia and Latin America. That may be so, but we need to examine some aspects of this role in greater detail.

Recently, certain analysts have commented on the possibility of Spain becoming an important player in the relations between Asia and Latin America. They talk about a “triangulation” between the three geographical and economic areas that can be compared with Spain´s role in the European Union in the relations between the latter and Latin America. To a certain extent, it could also be compared with the important role Spain plays in the region when the interlocutor is the United States. However, there are significant differences that question whether or not Spain´s role can be so relevant in the case of Asia as it has been in the past in the cases of Europe or North America.

No one doubts Spain´s importance in the region of Latin America due to its history, language and culture and to the presence of Spanish enterprises in the local countries. In the European context, this clearly gives Spain and Portugal a privileged position as interlocutors for these countries in the context of the Union. The idea of the Ibero-American summits followed by the creation of the Secretaría General Iberoamericana (SEGIB) constitute two indicators of this trend. We could say that even the geographical location of the Iberian peninsular in the context of Europe makes the relations “natural”. Indeed, some European enterprises with interests in the region manage their operations better from the Iberian peninsular.

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