Archive for the ‘Social’ Category

27
Jul

Jorge Rausch visits IE Business School’s Area 31

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

Having a top chef on a business school campus does not sound like the kind pf activity business students would regularly opt for. But when that top chef is a kitchen rockstar from South America, published author, media figure and innovator, the tables turn. Jorge Rausch is a Colombian chef who, after studying humanities, decided to follow his passion and become a cook. With an initial capital given to him by his grandmother and with the help of his brother (and eventual business partner) he launched Criterión, his first venture in Bogotá. The Rausch brother currently own and operate Bistronomy by Rausch, Rausch Energía Gastronómica, Marea by Rausch, El Gobernador by Rausch, Kitchen by Rausch e Ivory Bistro by Rausch. Criterión has been declared the best restaurants in Colombia in 2013, 2014 and 2015 according to Latin America’s “50 Best Restaurants”. He was also a judge in MasterChef Colombia. Jorge has been applauded by his initiative to catch and cook Lion Fish, who are a threat to other species in the ocean because they are merciless predators.
Ernesto Méndez Chiari
IE Gastronomy Club

27
Jul

Global Village – The world in one single place

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

With more than 90 nationalities together, IE Business School is a melting pot of cultures. That’s why, every year, the Net Impact Club organizes an event to celebrate this rich cultural diversity with joy and fun, the Global Village. A magical event where the geographic clubs present a little about their culture, with music, dance, food and drinks.

In 2016, when I was president of Brazil Club, the event took place on a sunny Thursday of June and brought together 500 people to celebrate diversity. Of course, Brazil Club had a booth there! We managed to make it an amazing day, with a presentation of capoeira, pão-de-queijo, brigadeiro, guaraná, and açaí.

It was an incredible event, not only because we could show our culture, but also because we could see and live a little of the culture of different countries. I enjoyed every second as much as possible and tried things that I had never seen before. And I loved it!

See in this link some photos of that magical day taken by Alessandra Aroeira, our photographer in Brazil Club.

Guilherme Ubiali

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

26
Jul

My IE Experience by Avinash Chandra – IMBA Graduate

Written on July 26, 2017 by Campus Life in Social

Although through my official IE IMBA facebook account as an IE ambassador () ,I have generated more than 15k digital impressions and interacted with hundreds of IE IMBA page followers, I would like to share some key experiences that I will cherish for my life!

January 26th, 2016, I didn’t have much thought on how my Jan26th 2017 would look like, where I would be, what I would be experiencing, when I was still waiting for my IE interview result! Today, with more than 500 days since then, when I look back, it looks really like a wonderful roller coaster ride as rightly mentioned by our dean in our inaugural ceremony last year! It’s just fabulous experience!

If there is one thing that I have to mention unique about IE IMBA, that would be its very flexible and diverse program curriculum. As many will agree that IE IMBA provides many dimensions- case challenges, startup lab, entrepreneurship, IE-Clubs, venture day, impact labs just to name a few.

I personally would like to thank IE for giving me an opportunity to work for Siemens Digital Twin event, that was never possible without IE. My 3 months experience with Siemens Munich technologists, working and innovating new business proposal for “Digital Twins” for their turbine division using IoT was the most beautiful time frame in my IE experience. This was not only academically satisfactory, but also rewarding as Siemens Berlin team rolled out internal opportunities along with a cash 1000/- reward with a trademark Bluetooth speaker 🙂 .

Not only this, but meeting with Microsoft head at Madrid Microsoft campus as reward of Windows 10 IoT innovation challenge was also a life changing experience. I would like to thank Mr. Thiago for his valuable insights and guidance in 1X1 meeting in his Madrid office!

Apart from that, IE experience definitely helped me in refining my educational venture NovoZeal, and cementing the foundation. Thanks to all entrepreneurial thought process!

In my opinion, this MBA is not just an academic experience, but a life changing moment, and I am eager to lead a change!

Go get it, Rock it! Be an IEan! 🙂

I wish all future MBA intakes all the very best!

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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