Archive for the ‘Professional’ Category

27
Jul

Brazil Club – By Guilherme Ubiali

Written on July 27, 2017 by Campus Life in Geographic, Professional, Social

Last year, 2016, was very special to me, because I did my international MBA, a dream that I have since college. One of the things that I most liked about the MBA was the opportunity to participate in the clubs; I was a member of several clubs such as FMCG, Public Speaking, E-commerce, and HealthCare, but it was at the Brazil Club that I participated more.

I am passionate about my country, so as soon as I arrived in IE I talked with the coordinators of Brazil Club to help them. I started as a member, then gained more responsibilities and ended up being one of the main organizers of the first Brazilian Party of the year (Spring 2016). The coordinators, seen my dedication to the club, talked with me about the possibility of being a coordinator too, and maybe president of the club. I embraced the idea and started looking for friends who wanted to go on this journey with me, I knew that alone it would be impossible to do everything, so I set up a very strong team of coordinators that supported me when I was elected president of the club in May 2016.

Being President of the club was not only an honor for representing my country but also an incredible opportunity to learn. I could practice leadership and teamwork, organize events, do networking and promote our country. During the period that I was president, we did the welcome event for new Brazilian students, and the second Brazilian Party of the year (Fall 2016), this time with “samba” dancers. We also did a traditional Brazilian barbecue and several social events for the members.

In partnership with Area 31, we supported the launch of the book of the Brazilian professor Newton Campos, we participated in the magical Global Village and we organized the master event of the year, a lecture of one of the most famous Brazilian’s journalists, Eliane Cantanhêde, to talk about the political situation in Brazil.

And now I finish my period as coordinator with joy and gratefulness for the support I received from all the members, especially the partners I had as coordinators with me; Daniel, Gabriela, Carol, Bruno, and Alexandre.

Guilherme Ubiali

10
Jul

LGBT@Work 2017

Written on July 10, 2017 by Campus Life in Professional

On June 29th, IEOut Club, IE Business School’s LGBTQ+ & Allies network, hosted the 11th Annual LGBT@Work Conference at ABC Serrano located in Madrid’s Salamanca district.  This year’s theme was “The Best Way Out” and the event brought together over 240 leading LGBTQ+ professionals from around the world to present their industry and company best practices, share personal journeys, and discuss what it means to be LGBTQ+ in the workplace today.  This year’s conference was particularly special as it coincided with Madrid’s hosting of World Pride 2017, a historic event that brought more than three million people and associations from around the world to the city in celebration of diversity and equal rights.

The conference began at 5pm with a Business Networking Forum designed for graduating students transitioning into leadership positions in the working world.  The forum began with a corporate best practices panel conducted by Fundación SERES, an organization devoted to the promotion of Social Corporate Responsibility among major corporations.  The panel was moderated by Lucila García & Álvaro Merello of Fundación SERES and included HR representatives from companies who participated in the Fundación SERES “Good Practices in Diversity & LGBTQ” report.

Panel Participants:
•  Miguel Castro – Sr. Director, Lead for Culture & Identity – SAP Global Diversity & Inclusion Office
•  Carla Otero – Head of Inclusion & Diversity (Spain) & Co-Chair Women & Supporters  of Western Europe – Willis Towers Watson
•  Ángel Rodrigo – Resourcing, Diversity & Inclusion Team Leader – Vodafone España
•  Malek Nejjai – Global Chief Diversity Officer – Amadeus IT Group
•  José Javier Muñoz Castresana – Security & Civil Protection Director – Metro Madrid

Link to the report: CLICK HERE

The panel was followed by a diversity & inclusion workshop, led by Roy Gluckman, a subject matter expert from South Africa; an entrepreneurial workshop, presented by Darren Spedale, founder of StartOut, an organization for LGBT entrepreneurs in the United States; a personal testimony from Magda Markowska, a young professional and previously closeted lesbian who used her coming out process to create Nielsen’s first European LGBT Network;  and concluded with a presentation from Pierre and Adrien Gaubert, founders of myGwork, an online recruitment and networking platform for LGBT professionals and graduates.

Santiago Iñiguez, Executive President of IE University, delivered the conference’s official welcome to an energetic room of attendees, representative of over 37 nationalities from around the globe.  The 2017 LGBT@Work Speakers Series began with a personal testimony from Shelly McNamara, Vice President of Human Resources at Procter & Gamble.  She encouraged conference attendees to open their hearts and minds as she shared her journey as a member of the LGBT community to audience members from the perspective of a mother, sister, daughter, aunt, and life partner.  She concluded her testimony with a poetry reading, a moving piece written in memory of her greatest ally, her mother-in-law, which moved some audience members to tears. Shelly encouraged those in attendance to live authentically and to work together at becoming better students, future employees, leaders, and human beings. 
 
Next up was Imran Khan, Creative Agency Lead of Google, who took to the stage to deliver an energetic and inspiring presentation about work life as a member of the Gaygler community, Google’s internal LGBTQ network.  Imran’s presentation included emotional videos relating to the influence technology has had over the past decade in advancing rights for LGBTQ persons, including the approval of same-sex marriage in France and the use of Google’s homepage as a platform for standing up against LGBTQ discrimination during the 2014 Sochi Olympic Winter Games.
 
The first half of the LGBT@Work Speakers Series concluded with a presentation by Vincent Doyle, IE University Professor & author of Making Out in the Mainstream: GLAAD and the Politics of Respectability. Vincent discussed in detail his experience with GLAAD, a U.S. non-governmental media monitoring organization founded by LGBT people in the media, and explained his inspiration behind the authoring of his book. He concluded his presentation with a directive to the audience: to continuously reassess the way the LGBTQ+ community is represented to ensure that efforts in developing the business leaders of tomorrow are truly representative of the entire LGBTQ+ spectrum.  
 
Malek Nejjai, Global Chief Diversity Officer of Amadeus IT Group & Santiago Iñiguez joined together on stage to present Margarita Alonso with the LGBT Leadership Award, IEOut Club’s highest recognition for individual achievement.  The honor was bestowed upon Margarita for her significant and positive impact in advancing LGBT issues within IE University, while serving in her former position as the Director General of the IE Foundation. 
 
The second half of the LGBT@Work Speakers Series began with an introduction by Michelle Raymond, IE Business School PhD Candidate and President of IEOut Club.  In addition to providing a brief history about the advent of the LGBT@Work Conference, Michelle spoke about IEOut club’s year-round activities which include the club’s: partnership with Fundación Eddy-G, Madrid’s first youth LGBTQ+ shelter home; monthly social events; documentary screenings highlighting LGBTQ+ issues around the world; and information booths at campus wide events dedicated to promoting LGBTQ+ awareness among students and faculty. She concluded by inviting to the stage and thanking the 2017 IEOut Club Coordinator Team: Zayne Imam, Leonardo Lima, William Monts de Oca, Cristobal Bozdogan, Rick Baray, and Arturo Avila.  
Sadiq Gilliani, Senior Vice President of Strategy at Lufthansa captivated the audience with his heroic account of his personal and professional coming out journey.  His success story spoke of the support system provided to him by his family and mentors within his organization, and also his determination and initiative to continuously take risks.
 
Zayne Imam, head of the LGBT@Work Speaker Committee, introduced the conference’s next presenter, Pauline Park, Chair of the New York Association for Gender Rights Advocacy and a 2012 Huffington Post “Most Influential Asian LGBT Icon.”  Pauline spoke about transgender issues and her experience co-founding and running New York’s first transgender advocacy organization.  She highlighted the fact that the fight for transgender equality transcends New York state’s borders and shared startling statistics about the lack of transgender protections nationwide. Pauline recounted an eye-opening experience and appealed to audience members that discrimination can assume all shapes and sizes, and protections must be set in place to represent everyone regardless of a person’s age, gender, or sexual orientation.
 
The final presentation of the evening was delivered by Brian Rolfes, Global head of recruiting at McKinsey & Company, and Co-Founder of GLAM, Mckinsey’s internal LGBTQ+ network. Brian’s energetic and interactive presentation highlighted research in support of LGBTQ+ persons and women in leadership positions within organizations.  He offered frameworks in support of his findings and walked audience members through his personal and professional coming out journey, which began at the advent of his career at Mckinsey, almost 20 years ago.  Brian concluded his thought-provoking speech with a gift presentation, representative of his home country, to the lead organizer of LGBT@Work.
 

Immediately following the LGBT@Work Speakers Series, attendees were invited to join the Business Networking Forum & Speakers Series Participants at the official Networking After Party. Conference attendees enjoyed a tapas-style dinner, drinks, and dancing while interactively networking with event speakers, sponsors, and partnering organizations.   Students representative of 27 universities worldwide and business professionals from around the globe attended the 11th Annual LGBT@Work Conference, creating a diverse and electric atmosphere at the longest-running LGBT work conference in Europe.
 
LGBT@Work 2017 was proudly sponsored by: Amadeus, IE Foundation, McKinsey & Company, Google, Agua enCaja Mejor, Clique, U.S. National Gay & Lesbian Chamber of Commerce (NGLCC) & IBM.

23
Jun

Private Equity in Latam – A boardroom discussion

Written on June 23, 2017 by Campus Life in Professional

The IE Finance Capital Markets Club together with the IE Venture Capital & Private Equity Club organised a board discussion on Private Equity in Latam. The clubs invited two experienced private equity professionals (and members of the IE community!) to share their perspectives on investing in Latam, with a focus on Argentina and Colombia.

Amid the growing importance of the Latam market including significant fund-raising activity, the event provided direct access to insights on key investment trends in the region. The speakers, Matias O’Farrell and José Luis Cabal, each have more than a decade of private equity and investment banking experience in Latam.

–  Matias is an IE alumnus currently working in Argentina at Amancay Partners, a Latam PE firm. He was previously CFO of VARIV Capital, an investment firm based in Mexico

–  José is a former investment Vice President and Partner of Teka Capital, a mid-market PE firm based in Colombia. He is currently pursuing an MBA at IE Business School, where he is a Board member of the IE VC & PE Club.

15
Jun

Communication Day

Written on June 15, 2017 by Campus Life in Professional

June 7th, 2017, Madrid – The IE Communication Club had the pleasure of hosting the annual Communication Day in the Paper Pavilion under the theme “Experience the power of Communication”.

The Communication Day is a unique opportunity to share ideas, learn from experts, build an exceptional network and enjoy the possibilities that the field of communication has to offer.

This year a variety of leading professionals from different industries were invited to share their insights and expertise. Our first speaker was, Carmen Juan-Aracil, the former Marketing Director of Porsche Iberica. She talked about the importance of creating a successful customer experience at Porsche. The second speaker was Cristina Vicedo, General Manager at FutureBrand Spain as well as Professor at IE. She talked about crafting brand strategies and identities whilst sharing in-depth examples from her professional life. Inés Arnal, Marketing Manager of Heineken was third and shared her insights about working for a global FMCG. She shed a light on the current challenge Heineken is facing with the launch of its line extension “Heineken 0.0” and how they are tackling this challenge from a communication perspective. After this presentation, Isabel Eva Bohrer, one of the directors and founders of ROOSTERGNN, described how to create content for the web and shared her insights on how to differentiate yourself in the saturated field of digital communication and journalism.

The last event on the agenda was an interactive panel moderated by Laura Illia with IE alumni graduates from different HST programs. They shared their life and work experiences after graduating from IE. The participants of the panel were Marta González Pérez, Rosario Garcia Company, Monica Vicente, Keunwoo Kim and Sandra Zobel de Ayala. After graduation, they found jobs in the following companies: L’Oréal, Schweppes Suntory, Fjord, Llorente y Cuenca and Ogilvy.

The IE Communication Day ended with a networking cocktail on the lawn of the paper pavilion,  where visitors enjoyed cheeses sponsored by Martin Afinador and beers provided by Heineken while talking to the amazing speakers of the day and discussing their learnings from the afternoon.

The Communication Day was organised in cooperation with Campus Life and IE Talent & Careers. Overall, the IE Communication Day of 2017 has been very successful with a total of 90 visitors, 4 keynote speakers, 2 IE professors, 5-panel members. In total, 9 companies were present.

We want to thank everyone who made this year´s Communication Day an unforgettable experience!

9
Jun

Disney and the Magic of Wearables

Written on June 9, 2017 by Campus Life in Professional, Social

MBA Perspectives is an exclusive AMA series examining customer experience design.

Imagine the following scenario: Rosa, an excited eight-year-old from Costa Rica, and her family have arrived in Orlando to celebrate her birthday at the WaltDisney World Resort. Upon entering one of Disney World’s restaurants, they are greeted by wait staff, who address her family by name. Delighted by this welcome, they sit at a table where their food promptly arrives.

All this transpires without the wait staff asking the family where they would like to sit or what food they’d like to order. Rosa’s dad remarks that their rides were somehow conveniently timed. 

To craft this “magic,” Rosa and her family have been wearing a MagicBand on their wrist. This wearable comes equipped with a radio frequency identification chip that broadcasts the wearer’s identity while at the Disney resorts. For example, at the Magic Kingdom’s Be Our Guest restaurant, the waitress at the entrance of the restaurant may receive Rosa’s name on a screen when Rosa is steps away. She may alert the kitchen staff, who will prepare the food that Rosa’s parents ordered months ago (Kuang 2015).

Similar receivers in the restaurant’s tables and ceiling triangulate a customer’s location. Without having to ask customers, the wait staff know their order and where they’re sitting. On every step of this customer’s journey, MagicBand facilitated transactions for its wearer.

According to a study by Dan Ledger and Daniel McCaffrey, user experience is identified as a baseline criterion for ultimate adoption and utilization of wearables. The wearable user experience must seamlessly transcend the hardware and the app to the point of invisible and seamless experience. This closed cycle of real-time data collection and analysis, of every step of the customer’s journey portrays an ideal case study for marketers who study consumer rituals.

The question that future marketers should ask themselves is, how can we weave wearable technology into the customer’s lifestyle to craft a more advanced customer experience? The following are some key considerations for companies looking to integrate wearable technology when designing customer experiences.

1. In the world of wearables, the customer experience is invisible and seamless.

While wearables are becoming smaller in size (Smith 2015), and companies like HexoSkin produce biometric fabrics woven into shirts, the driving force of adoption should go beyond the literal visibility of technologies.

  
Marketers should recognize that wearable adoption can transcend an invisible experience when the technology, intertwined with fabric and body, act seamlessly to deliver utilization and transaction to customers. Customer expectations regarding waiting times are formed through accumulated experience(Zohar et al. 2002). Marketers can learn from wearable convergence with environmental touch points to integrate frictionless transactions into customers’ lifestyles that would reduce waiting times at each stage, from opening doors to paying for food.

2. Personalization is key to a seamless customer experience.

Customer-centric businesses can enhance customer engagement by delivering a transparent and personalized experience. James Gilmore and Joseph Pine’s “four faces of mass customization” states that “transparent customizers provide individual customers with unique goods or services without letting them know explicitly that those products and services have been customized for them.” For example, customers are not privy to the knowledge of how Disney World’s staff locates their dining table or speaks in their native language. Wearables allow businesses to deliver a transparent customization.

Furthermore, wearables can create a customized cultural experience by lowering language barriers. For instance, Waverly Labs has created earpieces that seamlessly translate dialogue in different languages between two people.
 

 
3. Invisible customer experience requires data analytics, but what about privacy concerns?

The future of customer experience design is about giving customers what they want, before they even know they want it. Wearables can collect massive amounts of data that can be used to analyze consumer behavior from fitness to spending patterns, which can, in turn, be used to provide customized promotions. Achieving this task, of course, comes paired with privacy concerns over data collection. A great way to overcome this negative aspect is through experimentation within a controlled ecosystem.

Take for instance the Nimb Smart Ring, which acts as an accessible SOS beacon, broadcasting one’s location to both loved ones and emergency response services in case of an emergency. When the benefits provided outweigh the consumer’s security concerns, a trade-off is facilitated.


 
4. The future of wearables will be about dialogue.

Whether the customer taps a touch point or a waitress receives a broadcasted signal, today’s wearables limit customer experience to a one-way interaction from the wearer to the receivers and data servers. The customer experience can be elevated by significantly leveraging two-way communication where technology transforms the customer from a passive element to a dynamic player.

Rosa is now growing up in a world where wearable technology will shape every facet of her lifestyle. Not only will she enjoy an enhanced experience, but also she will be able to personalize the environment around her. Perhaps one day, she can create magic in the real world, but until that day comes, she can always fly to Orlando to get a glimpse of the future.

 

By: Abhishek Chand, Arjun Krishna, Shraddha Pradhan and Shervin Shahidi

MBA Perspectives

 

References

Gilmore, James H. and Joseph B. Pine II (1997), “The Four Faces of Mass Customization,” Harvard Business Review.

Kuang, Cliff (2015), “Disney’s $1 Billion Bet on a Magical Wristband,” WIRED.

Ledger, Dan (2016), “Inside Wearables Part 3: The Rocky Path Towards Personalized, Insightful Wearables,” Endeavour Partners.

Ledger, Dan and Daniel McGaffrey (2014), “Inside Wearables: How the Science of Human Behavior Change Offers the Secret to Long-Term Engagement,” Endeavour Partners.   

Smith, Andrea (2015), “Rise of the (nearly) Invisible Wearable,” Popular Science, 287 (1), 17.

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