19 de June de 2019
Bringing the faculty into closer contact with the community of former students of EAE Business School and promoting networking were the key objectives of this session aimed at former Executive MBA students. The session was held at the Madrid coworking space Utopicus, with the participation of Javier Barazarte, the lecturer in Marketing and Communication at the Madrid campus.
In the conference entitled "New business models: disruption takes on traditionalism", the CEO & Founder at B-Art Talent Manager analysed the evolution of different brands in changing environments. In the lecturer's opinion, disruptive brands have changed the rules of the game, emphasizing that "unless you reinvent yourself, you die".
New ecosystems are being created on the business scene and organizations have to learn to adapt. "Unless you diversity, you are out of the game", explained Javier, using the example of the telephone sector with the arrival of a player like Skype and a domino effect that shifted from voice exchange and IP to a broader ecosystem with key players such as WhatsApp and Telegram. In fact, in the world of telecommunications, operators are diversifying into entertainment and creating original content. He also mentioned the impact of Airbnb in the tourism sector, before closing the session by analysing the advances in wheeled vehicles and the challenge posed by electric cars.
Barazarte explained how the disrupter enters and breaks the market before diversifying. "Amazon is the great disrupter. It has changed the rules of the game in all sectors". In fact, "the traditional organization works against traditional business". In this context, Javier advised the current and former students of the Executive MBA to accept changes as a reality and to learn to adapt to them with their own propositions and without fear. "We have to break out of the box and traditional approaches because immobility is the problem of lots of people and companies".
The sharing economy and car sharing have given rise to cross-disciplinary profiles in organizations, which have to diversify to survive. In 2025, the generalization of mobility services will take place in Madrid, with companies stopping selling cars to create added value services such as charging points for electric cars and on-demand rentals. "All companies are going to evolve, there will be new alliances and a great deal of diversification". This all supports his theory that we are witnessing a complete domino effect. "You have to have a cool head and open mind to be able to capitalize on all of this as a company. If you keep a traditional mindset, you'll never move forward".
Working to develop our reasoning, using creative thinking to be more strategic and generating added value were the recommendations shared by the marketing and communication lecturer at EAE Business School. Moreover, he emphasized the importance of thinking globally and searching for alliances "to continue growing, perhaps even with our competitors".
Jesús Cárdenes, the Director of the MBA, took part in the Networking session organized by EAE, together with Julio José Márquez Rosales, the Director of Traffic at GLS Spain. They both rated the presentation highly, as well as the in-depth short-term strategic analysis. Other participants at the event included Cristina Posada, a current MBA student, and other alumni from the Executive graduating class of 2012, Asier Calderón and Marta Gutiérrez, who highlighted how interesting the topic analysed was and the importance of these sessions for meeting up and sharing personal and professional experiences. They both keep in contact with their former EAE classmates and are very satisfied with their time at the School and their professional projection during and after the MBA.