What are the industries of the future?

Where should your professional development take you? Is it the right study / professional path you’re currently on or should you re-focus? Carlos Diez, Associate Director from the IE Career Management Centre, explains what the trends are in his field of expertise. Enjoy and let us know if you’re on the right path – or…

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About Helicopters and CEO’s

Hungarians are the only ones capable of entering a revolving door last and coming out first, the great Billy Wilder once said. Well, it’s not that Hungarian Prof. Monika Hamori plays tricks on you in an attempt to come first, it’s just that it’s inevitable. Once you begin to talk with Prof. Hamori, she will…

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The value of conversations

IE Focus | By Enrique Dans, Professor at IE Business School

The Internet is a permanently ongoing conversation in which people recommend, redirect, provide links, etc. The value of your website depends on how involved you are in this conversation.

One of the main advantages of a solid Internet presence is its capacity to serve as a subject of conversation. Today, everything is about conversation. A campaign, a product launch, the publication of findings, or an appearance on the news, are only worth as much as their capacity to take center stage in a permanently ongoing conversation in which we all participate.

Technology has lowered barriers to entry in the publishing sector to the extent that today an enormous number of people are now able to be constantly involved in that particular conversation. The consequences of this are clear: the value of your brand is directly related to the extent to which it features in said conversation.

Contrary to what company directors may think after decades of unidirectional marketing, the conversation cannot be controlled. The most you can hope for is to be one of the voices taking part. If your web presence is good enough, the people talking about you will have a place to link up with each other when they do. They will be able to include a link to a relevant part of your website in their comments, where it is possible to find information that is permanently available (nobody wants to provide a link to information that disappears after a certain amount of time, and only serves to bring up a message saying “Error 404: not found”) and interesting references (information on products, photos, logos, comment, reactions, etc.).

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