Interview with Rafael Moragón, Managing Director of Tec Container

Rafael Moragón Martinez is a graduate in Business Administration and Management of the Autonomous University of Madrid, has a Master´s Degree in Business Strategies for Asia Pacific from the Copenhagen Business School (CBS) Denmark, a Specialist Master´s Degree in Management of Financial Portfolios from Options – Futures Institute and a Diploma in Marine Purchasing & […]
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Licensing and internationalisation

Licensing is defined as the transfer of the equity of a brand to a third party who, in exchange for that equity, delivers a payment in cash. This equity is added to a product or service, making it more attractive to the consumer. There are many examples, from Paw Patrol T-shirts to the advertising campaigns of Movistar in conjunction with Star Wars.
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Managerial intelligence and corporate diplomacy, strategic excellence for globalisation

      Juan Luis Manfredi Sánchez Professor at the University of Castilla La Mancha   Corporate diplomacy is the instrumental development of strategy to guide relations between the public authorities and private organisations. It entails defending interests by using tools typically found in diplomacy. Companies become diplomatic entities, without detriment to other conventional activities […]
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Corporate Diplomacy: When uncertainty becomes the norm

Jorge Cachinero Corporate Director of LLORENTE & CUENCA Executive Director of the Senior Management Program and Lecturer at the IE Business School Member of the Scientific Council of the Real Instituto Elcano     Beatriz Herranz Consultant, LLORENTE & CUENCA         Nowadays, the operational environment for doing business no longer relies on […]
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First international edition of the Roca One Day Design Challenge

The internationally renowned bathroom brand Roca had brought to Hong Kong for the first time Roca One Day Design Challenge, a competition aimed at students and young professionals who are starting out in the design and architecture sectors. In this first International edition of Roca One Day Design Challenge held within the framework of the […]
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ICEX confronts the new challenges for the internationalisation of Spanish enterprise

Alicia Montalvo – General Manager of Institutional Cooperation at ICEX After more than 30 years providing support to businesses when entering and growing in foreign markets, the Spanish Institute for Foreign Trade (ICEX) ICEX España Exportación e Inversiones has seen how important international activity and markets are for the Spanish economy in general. In 2014, Spanish exports […]
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The key to customer loyalty

Teresa Serra Rexach – Executive Director Customer Loyalty Chair IE Business School, Marketing Department Head IE Business School IE Business School  “The economic benefits of customer loyalty often explain why one competitor is more profitable than another” (Reichheld, 1993) It has often been said that customer loyalty helps increase company profits. It has been demonstrated […]
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The 5 essential trademark protection strategies for 2015

MarkMonitor, a company specialising in online trademark protection and the management of domains, offers five key tips for optimising the return on investment in marketing through an effective trademark protection strategy for digital channels. Global trademarks face an increased risk of abuse and illegal use, as well as online attacks that can reduce marketing ROI […]
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Customer experience in Spanish companies: from desert to oasis

Silvana Buljan, Buljan & Partners Consulting Managing ‘Customer Experience’ has become fashionable in Spain. Having endured years of economic crisis, uncertainty, restructuring and reform, Spanish enterprise has finally discovered the real asset: the customer. Before exploring the world of the customer, let us look at some figures [1]: 62% of customers are willing to pay […]
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Another way of discovering Spain: Shopping tourism

Antonio Santos del Valle – Director of New Markets Area, Tourism, Marketing and Communications of the Innova Tax Free Group With the development of new trends in current tourist development, different types of tourism have taken on a particular relevance, such as shopping tourism. Shopping tourism is a major motivator for the tourist, whether as a […]
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