Three pieces of advice from the CEO of Heineken México to EGADE graduates

Submitted by egade on Tue, 06/19/2018 - 10:47
3 consejos del CEO de Heineken México a graduados de EGADE

Dolf van den Brink, Presidentand CEO of Heineken México, was invited to speak at the EGADE Business School Monterrey June 2018 Graduation Ceremony, where he shared three pieces of advice with the graduating students.

The Dutch-born executive highlighted lessons he had learned from his father and as Commercial Director of Bralima, Heineken’s subsidiary in the Democratic Republic of the Congo, the position he held prior to being appointed President and CEO of Heineken USA, and taking on his current role in Mexico.

“I would like to share three pieces of advice with you, drawn from difficult lessons I have learned, and that can help you at this important moment in your lives,” he stated.

Advice #1: “Go to difficult places”

“(Accepting the position in the Congo) has been the most difficult decision of my life so far, but it also turned out to be one of the best. At a very young age, in my early thirties, I took on responsibilities and opportunities that I would never have had in more developed markets. It was a challenge like no other. Living and working in a totally different culture truly shifts all your paradigms and changes your mentality. I am here today because of what I learned in the Congo, a difficult place.

“You are about to make momentous decisions about your career and can have a similar experience when someone gives you the chance to go to a difficult place or take a position that, on the surface, might not seem particularly attractive. What are you going to do? Reject it and choose the easy path? Or are you going to seize the opportunity to face up to many challenges that might be somewhat painful, but that could also be unique learning experiences?

“My advice is not to look for the perfect job but to go for the role that will give you the greatest chance to learn. Have faith in life and the opportunities it gives you,” he said.

Advice #2: "If you want to receive, first give”

Van den Brink mentioned that this is the advice given to him by his mentor on arriving at the African subsidiary.

“When they invite you to be a group leader, many people focus on performance, strategy, vision. Or, even worse, some people think it’s about being in charge and giving orders. In reality, being a leader is, more than anything, about looking out for your people.  Helping and supporting them. And when you put your heart into this, they will give that and more back to you. I learned this in the Congo.

“During my first few months there, I focused on the business and how poorly it was performing. The company was losing participation and money, and had been doing so for some time. However hard I tried to change things, nothing improved. But when I saw the people’s needs, the obstacles they faced, that was when the business began to change.

“For example, when I arrived there was so little money that practically none of the salesforce had vehicles to visit customers. They spent their own money on transportation and it took them ages to get anywhere. Without knowing how I would do it, I made a promise to them, that I wouldn’t rest until each of them had a small car or at least a motorcycle. It took me more than a year and a half, but I kept my promise. The team’s response was fantastic. Of course, it wasn’t just about a car, but also trust. In the end, our operation became one of the fastest growing in the company worldwide.

“Each of you has received a world-class education, many of you will lead teams at some point in your lives, so take the advice given to me by my mentor: if you want to receive, first give. Take care of your people, safeguard their wellbeing, support them and help them to grow. That’s how you will achieve great results,” he commented.

Advice #3: “Make this world a little bit better”

Van den Brink related that some years ago, his father became ill and died within three months from a brain tumor. It was the saddest period of his life, but, at the same time, he forged a special relationship with this father and they talked about important things they had never discussed before.

“I asked him: ‘Dad, what was your purpose in life?’ I thought he would laugh at me because it wasn’t the kind of topic he talked about. However, he looked at me very seriously and said: ‘I came here to make this world a little bit better.’

“I often saw how he used his position of privilege to make a difference. And not only in big ways, but also in little gestures, in meaningful ways. More than a thousand people attended his funeral, mostly young students and colleagues whom he had helped in hard times, people from the charities in which he participated. Even though he was leaving this world, he taught me a very important lesson in the last moments we spent together.

“I know that the question about the purpose in life is huge and intimidating. Should you worry about it now that you are so young and just starting out in your careers? When I started working, I did focus on performing well and being successful, and I’m sure that’s what you have in mind, but if you don’t take care of yourselves, you will be stuck in this stage of your lives forever.

“This is what my father taught me. He forced me to ask myself what is the greater good than the one I am serving, until I am serving beyond myself. We are all born with unlimited potential. But serving only yourself, accomplishing only success, won’t let you reach your full potential of the person you could be.

“Put into practice everything you have learned here at EGADE. This is an incredible place that has given you so much. Go out into the world, go to those difficult places that will teach you so much. Remember that if you want to receive, you must first give. And don’t forget that in the middle of all this success, you must try to find a way to make this world a little bit better,” concluded Van den Brink.


Simplifying the Process of Incorporating Companies in Mexico is of Paramount Importance

Submitted by jose.paz on Tue, 10/19/2021 - 18:42

José Ernesto Amorós, National Director of EGADE Business School's Doctoral Programs, is one of the authors of a report on challenges and opportunities for the economic reactivation of MSMEs.


Mexico is one of the world's 20 most expensive countries for business incorporation, mainly because of notary and registration costs.

In 2020, the nation's MSMEs could have invested up to 1,370 million pesos in mitigating the crisis instead of in incorporation procedures.

This is revealed in the report "Challenges and opportunities for the incorporation of companies in Mexico. An analysis of commercial companies," recently published in the framework of the project "Economic reactivation of MSMEs in Mexico through fiscal policies and the simplification of procedures for the incorporation of companies."

This study was prepared by Tecnológico de Monterrey, with the support of the Friedrich Naumann Foundation for Freedom and in collaboration with the Association of Entrepreneurs of Mexico (ASEM).

The authors are José Ernesto Amorós, Research Professor and National Director of EGADE Business School's Doctoral Programs; Catalina Camarillo Rosas and Elvira Naranjo, Professors at the School of Social Sciences and Government, Tecnológico de Monterrey; and Germán García Fabregat Esquivel, Professor at Tecnológico de Monterrey's School of Business.

Amorós indicated that the objective of the report is to provide technical information on simplifying procedures and reducing costs to set up companies, with an emphasis on commercial companies.

Specifically, the authors focused on Simplified Stock Companies (SAS), since setting up this type of commercial company offers a viable but perfectible mechanism to achieve more significant simplification.

The analysis identified that, in 2020, before the total or partial closing of public and private procedures, 29% fewer Public Limited Companies (SA) were created in Mexico compared to 2019, which reinforces the importance of digitizing the incorporation process.

Although it is currently possible to set up a SAS online at no cost, the study found that 41% of the entrepreneurs consulted did not incorporate their company as a SAS because they did not know that this type of commercial company existed and 35% because it was not suitable for the profile of their company's activities.

Additionally, those who did constitute a SAS pointed out the following main disadvantages:

· Banks' and other entities' ignorance of the mercantile company (31%).

· Operational problems with the Ministry of Economy's digital platform where SASs are created (27%).

· Little flexibility and compatibility with other types of companies (21%).

The document concludes with specific actions to improve the creation of a SAS that would in turn lead to more significant simplification in the incorporation of other commercial companies.

You can download the full report here.



EGADE Alumni Among Latin America’s 500 Bloomberg Línea

Submitted by jose.paz on Tue, 10/19/2021 - 17:40
500 Bloomberg Línea

The list recognizes prominent figures from different industries who generate value in their sectors and contribute from their arenas to propelling the region into recovery and back to normalcy. 


Three graduates of EGADE Business School at Tecnológico de Monterrey are on the Bloomberg Línea “Latin America’s 500.” 

In its first edition, the list comprises the most prominent figures in different industries whose influence creates a recognizable impact in the region, according to the financial and business content platform. 

The selection involved editorial teams from each of the countries in which Bloomberg Línea is present, including Argentina, Brazil, Chile, Colombia, the United States, Mexico, Panama, Peru, and Venezuela.

The EGADE Business School alumni are: 

José Antonio Fernández Carbajal
Master in Administration graduate
CEO and Chairman of the Board of Directors of FEMSA and Chairman of the Board of Coca-Cola FEMSA

Juan Francisco Beckmann Vidal
Master in Administration graduate
Chairman of the Board of Grupo José Cuervo

Silvia Dávila Kreimerman
Master in Business Economics graduate 
Regional President for Latin America of Grupo Danone


EGADE Alumni Among the 100 Most Important Businessperson in Mexico

Submitted by jose.paz on Tue, 10/19/2021 - 16:53
Expansion 100

Expansión lists the top Mexican business leaders in its October edition. 


Four graduates of EGADE Business School at Tecnológico de Monterrey are on the Expansión 2021 list of “The 100 Most Important Businessperson  in Mexico.” 

In its October edition, the magazine lists the Mexican business leaders using a methodology that considers fortune, sales, profits, employees, and participation in the Mexican Stock Exchange.

The EGADE Business School alumni are: 

José Antonio Fernández Carbajal
Master in Administration graduate
CEO and Chairman of the Board of Directors of FEMSA and Chairman of the Board of Coca-Cola FEMSA

Juan Francisco Beckmann Vidal
Master in Administration graduate
Chairman of the Board of Grupo José Cuervo

Javier Arroyo Chávez
Master in Administration graduate
Chairman of the Board and CEO of Corporativo Fragua

Eugenio Clariond Reyes
Master in Administration graduate
Chairman of the Board of Grupo Cuprum, Grupo Cleber and Grupo Fultra


Invitation to EGADE Business Summit Guadalajara 2021

Submitted by jose.paz on Wed, 10/13/2021 - 08:00
EGADE Business Summit Guadalajara 2021

This virtual event will include presentations by Carlos Salazar Lomelín, President of the Mexican Business Coordinating Council (CCE), and academic and business leaders in the fields of digital transformation, and innovation and entrepreneurship.


To offer a strategic vision of business activities in the western region of Mexico, EGADE Business School at Tecnológico de Monterrey invites business and entrepreneurial communities to attend the EGADE Business Summit Guadalajara 2021, which will take place virtually on October 21st.

The event will open with a keynote address by Carlos Salazar Lomelín, President of the Mexican Business Coordinating Council (CCE), and will culminate with two panels involving prominent academic and business leaders who will share their perspectives on the complex future of business.

Silvia Ariza, Data Science Manager, and David Ruiz, Analytics, Big Data & Artificial Intelligence Lead at Google Cloud, will participate in the first panel, "The digital transformation and the information age." This session will be moderated by Raúl Montalvo, Director of EGADE Business School, Guadalajara Site.

The second panel will address "Innovation and entrepreneurship," with the participation of Luis Armando Gómez Garzón, founder of Vid Mexicana, and Francisco Hernández Díaz, founder and CEO of SOFIPA. Fernando Moya, Director of the Department of Entrepreneurship and Technological Innovation at EGADE Business School, will moderate the session.

Access to the event is free. If you would like to attend, you can register here.


Golfing for a Good Cause

Submitted by jose.paz on Mon, 10/11/2021 - 11:41
Golf con causa

EGADE Business School students and alumni enjoy a benefit event at Topgolf Monterrey.


With the idea of supporting health research in the face of COVID-19 and at the same time enabling participants to practice their swing, EGADE Business School at Tecnológico de Monterrey organized a night of Golf for a Good Cause.

This benefit event took place at Topgolf Monterrey and brought together more than 30 students and alumni from different programs and generations.

María Livas, Director of Student and Alumni Relations at EGADE Business School, welcomed participants in a brief networking session.

They later practiced their golf on the driving ranges and ended the evening with dinner.

Attendees included Alfredo Leal, Director of the Monterrey Chapter of the EGADE EXATEC Alumni Association, and Félix Cárdenas, Director of EGADE Business School’s Center for Innovation and Entrepreneurship.


Trendsetters! Five EGADE Alumnae Among the 55 Marketing Women of Merca2.0

Submitted by jose.paz on Tue, 10/05/2021 - 19:54

List of the leading women in the marketing industry published in the September edition of the marketing magazine. 


The magazine Merca2.0 published its 55 Marketing Women 2021 list, which includes five alumnae of EGADE Business School - Tecnológico de Monterrey. 

The list, published in the September edition of this flagship magazine, reveals the evolution of female leadership in the marketing industry

The five EGADE Business School alumnae are: 

Master in Administration 
Associate Director at Central Media

The publication highlights that, at Central Media, Yazmín Culebro has set a significant standard in developing pharma-oriented digital marketing strategies.

Divisional Manager of Marketing Strategy and Planning at Grupo Coppel

Through her leadership, Ariadna Gil has managed to transmit the company’s values by understanding its customers, Merca2.0 explained. 

Master in Business Economics 
Regional President of Danone Latin America

The publication describes Silvia Dávila as one of the fundamental figures in the operations of Danone, a company that has made great strides in equality. 

CEO of Great Place to Work Mexico

In a short time, Alma María Puig has successfully transformed the GPTW vision, generating a community of organizations, Merca2.0 affirmed.

Marketing Director at UPS for the Mexico and Latin America District

For Rosalva Rivera, the magazine states, the leading companies currently demand to focus on people to recognize the potential of every company member and transform it into a valuable common asset.



Perspectives of the Mexican Economy Discussed

Submitted by jose.paz on Tue, 10/05/2021 - 09:31
Everardo Elizondo

Everardo Elizondo offers a talk during activities for students to mark the start of the new term.


Within the framework of the welcome to the September-December 2021 term, EGADE Business School students attended the keynote conference “The Mexican Economy 2019-2021: Evaluation and Perspectives”

The talk was offered virtually on September 30 by Everardo Elizondo, academic leader and Professor of Economics at EGADE Business School, and former Governor of Banco de México. 

Addressing students from all the programs and sites, Elizondo explained that the consensus among analysts is that the Mexican economy will grow significantly in 2021. 

Nevertheless, he warned, even though the available information supports this idea, its realization will depend, among other things, on the evolution of the “third wave” of the pandemic and the government’s reaction

“Banxico is facing the task of controlling the ongoing elevated inflationary process, to bring it into line with its goal. The environment is characterized by unusual uncertainty and by international excess liquidity,” he claimed. 

He pointed out that long-term, high and sustained growth requires private and public investment invigoration. 

“This needs a stable macroeconomy and, above all, the validity of Rule of Law. Tasks that are pending,” Elizondo stated. 

Osmar Zavaleta, Interim Dean of EGADE Business School, welcomed participants to the event. In his message, he urged students to be the agents of transformation and change that organizations require, seeking to contribute to the growth and development of Mexico.

“In the current context of volatility, uncertainty, complexity and ambiguity, I would like to share with you that now more than ever, having an academic preparation that gives us the knowledge, skills and competencies necessary to face to the challenges and capitalize on the opportunities that this new reality has brought us is becoming increasingly relevant,” he emphasized. 

In the September-December 2021 term, more than 1,300 students from the diverse EGADE Business School programs started classes in the hybrid format.