How to create sustainable success through affinity?

IE Focus 2012

Colombian entrepreneur Natalia Londoño is an alum of IE Business School’s Master in Sales and Marketing Management. She is about to head the opening of a new Becara Franchise in Bogota, which will be the first step in the firm’s expansion into Latin America. Becara has been operating in the field of design, production and distribution of furniture and interior design items for 44 years, and is now present in over 40 cities worldwide that include Madrid, Barcelona, Rome, Milan, Istanbul and Jeddah.

You are heading the expansion of leading interior design retailer Becara in Colombia. Becara is now present in 7 countries, and the Bogota store marks the beginning of the firm’s operations in Latin America amid economic growth in the region. What made you decide to take on this project?

One of the main considerations was the contrast of Spain’s economic situation with what was happening in Latin America, particularly Colombia, my home country. Colombia is in the throes of expansion with a sustained annual economic growth rate of 4% in recent years, coupled with a trade balance surplus.

Coming back to Becara’s expansion in Colombia, Becara is a leader in the furniture and decoration sector. I met its founder in 2011, which coincided with a decision to return with my family to live in Colombia after twelve years in Spain. I was invited to get to know more about Becara, and the moment I saw the 22,000m2 warehouse in Valdemoro I realized that this was a great company with excellent potential in a country that is growing as fast as Colombia.

Details

Market Research is sexier than you think

No product is launched without consumer insights, without analyzing the market environment.  This reality is the reason for the IE Master in Market Research and Consumer Behavior, the only program considering both interrelated aspects into one single program. An academic program with such practical implications would only be half of value if you do not exclude professionals…

Details

ieTalks – Working in Asia

Two IE Business School alumni and a student, currently working in Asia, share their thoughts on the subject. -Gregorie Perez is a student of the IE Brown Executive MBA working in Philippines. -Yvette Hu is an International MBA alumna working in China. -Thomas Sypre, is an International Executive MBA (aka Global Executive MBA) alumnus working…

Details

Guanxi – the art of relationship

The Master in Management lets you live not only the international environment in Madrid, but also takes you out to one week explorer trips to different destinations in the world. Tamara Zeidan, student of the February 2012 intake, relates her experiences: Being involved in the unique Global Immersion Week program organized by IE Business School has been…

Details