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.

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EGADE Guadalajara Empowers a New Generation Ready to Lead with Purpose and Pride

Submitted by jose.paz on Mon, 06/30/2025 - 19:50

The ceremony featured Andrés Campos Chevallier, CEO of BeFra, as the guest of honor.

By JOSÉ ÁNGEL DE LA PAZ | EGADE BUSINESS SCHOOL

The June 2025 Class of EGADE Business School at the Guadalajara campus celebrated their graduation in a joint ceremony alongside undergraduate graduates from Tecnológico de Monterrey, Campus Guadalajara.

The event took place on June 27 at the campus Sports Dome and was streamed live via live.tec.mx.

From EGADE Business School, 21 students from the EGADE MBA graduate program completed their studies. Among them, Hiram Rodrigo Padilla Cruz received an honorary distinction for achieving the highest GPA in his class.

The new EXATEC EGADE graduates were called one by one to the stage to receive their diplomas and greet the guest of honor and keynote speaker, Andrés Campos Chevallier, CEO of BeFra; Marisa Lazo Corvera, President of the Board of Tecnológico de Monterrey, Campus Guadalajara; Claudia Félix Sandoval, Vice President for the Central-West Region at Tecnológico de Monterrey; and Jorge Francisco Rocha Orozco, General Director of the campus.

Also present from the academic leadership were Eva Guerra, Associate Academic Dean of EGADE Business School; Raúl Montalvo, Director of EGADE Business School Guadalajara; and Pedro Carreón, Director of the EGADE MBA program in Guadalajara.

At the end of the ceremony, Félix Sandoval led the pledge for the new graduates from both undergraduate and graduate programs.

After the ceremony, the new EXATEC EGADE graduates celebrated their achievement with a cocktail reception.

The ceremony in Guadalajara concluded the graduation season for EGADE Business School, following the ceremonies in Monterrey, held on June 21, and in Santa Fe, on June 26.

 

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EGADE Santa Fe Celebrates Graduation with a Call for Transformative Leadership

Submitted by jose.paz on Mon, 06/30/2025 - 18:00

Jorge Luis Torres, Vice President of Operations at FedEx Mexico, served as guest speaker at the Santa Fe ceremony.

By JOSÉ ÁNGEL DE LA PAZ | EGADE BUSINESS SCHOOL

As part of its 30th anniversary, EGADE Business School at Tecnológico de Monterrey proudly celebrated the June 2025 graduating class from its Santa Fe and Querétaro programs in an inspiring ceremony focused on the power of conscious and resilient leadership.

Held on June 26 at the multisport courts of Campus Santa Fe and streamed live via live.tec.mx, the event brought together graduates, faculty, and guests to commemorate this transformative milestone. The presiding panel included Jorge Luis Torres, Vice President of Operations at FedEx Mexico; Horacio Arredondo, Dean of EGADE Business School; Ernesto Amorós, Associate Dean of Faculty and Research; and Ana María Zermeño, Director of Operations and Academic Experience.

A total of 126 master’s and doctoral degrees were awarded to graduates from various cities across Mexico and seven other countries: Brazil, Colombia, Ecuador, Spain, the United States, Lebanon, and Romania. The programs represented included the EGADE MBA, Master in Finance, and PhD in Financial Sciences.

Priscilla Alejandra Cano Tenorio, from the EGADE MBA, received an honorary distinction for achieving the highest GPA in her program and the entire class. Additionally, PhD in Financial Sciences graduates —Salvador Ulises Cadena Espinoza, Itzel Coquis Rioja, and Rafael Gómez Gómez— received an institutional medal in recognition of their academic achievements.

LEADERSHIP FOR A CHANGING WORLD

In his speech, guest speaker Torres emphasised the urgent need for conscious and resilient leaders who can thrive amid adversity and uncertainty. He reflected on recent global transitions — pre-pandemic, pandemic, post-pandemic, and a new era marked by geopolitical shifts and the rapid advancement of artificial intelligence — and proposed exercising “consented leadership,” guided by purpose, belonging, and transcendence.

There is no perfect moment. Stability doesn’t exist. True leadership is the one that achieves results despite this,” he stated. He encouraged graduates to become agents of change: “What you have done does not just prepare you to face the world; it prepares you to shape the future.”

BOLDNESS AND PURPOSE

Representing his class, Daniel Omar Tirado Soto, from the EGADE MBA, invited his classmates to embrace life with boldness, purpose, and deep commitment. His message centered on the pillars of purpose, consistency, and resilience, encouraging them to align knowledge with meaningful action and maintain discipline even when motivation wanes.

The world doesn’t need more diplomas hanging on the wall; it needs brave people, leaders with character and conviction,” he declared.

EMPATHY AND HOPE AS A COMPASS

Before leading the graduation pledge, Arredondo emphasized humility, empathy, and hope as essential values for leading impactful transformations. Inspired by Mario Benedetti, he emphasised the importance of asking new questions and promoting greater humanity in the face of technological advancements.

Our hope at EGADE is that you have developed a moral compass, the courage to act, and the humility to lead organizations that create real impact,” he concluded.

The Santa Fe ceremony followed the graduation in Monterrey, held on June 21, and precedes the Guadalajara ceremony, which will take place on June 27.

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EGADE Monterrey Graduation Highlights Leadership and Resilience

Submitted by jose.paz on Thu, 06/26/2025 - 17:07

The June 2025 Class of EGADE Business School at Tecnológico de Monterrey completed their graduate programs in a moving ceremony held at the Monterrey campus.

As part of its 30th anniversary celebration, EGADE Business School hosted the graduation ceremony for its June 2025 Class from both on-campus and online programs. The event took place on June 21 and was streamed live via live.tec.mx.

The ceremony was presided over by Roger González Lau, CEO of Protexa; Juan Pablo Murra, Rector of Tecnológico de Monterrey; Horacio Arredondo, Dean of EGADE Business School; and Eva Guerra, Associate Academic Dean of the school.

A total of 118 graduate degrees—master’s and doctoral—were conferred to students from various cities across Mexico and seven other countries: Colombia, South Korea, Ecuador, the United States, Guatemala, Honduras, and Peru. The represented programs included the EGADE MBA, EGADE MBA Online, EGADE – UNC Charlotte MBA in Global Business & Strategy, Master in Finance, Master in Finance Online, Master in Business Analytics, PhD in Administrative Sciences, and PhD in Financial Sciences.

ACADEMIC EXCELLENCE

Honorary distinctions were awarded to the top-performing graduates in each program:

  • Nicolás Arenas Mandujano and Daniela Alejandra Treviño Herrera, EGADE MBA.
  • Alexandra Carolina García Torres, EGADE MBA Online.
  • Fernando Agustín Ramírez García, Master in Finance.

In addition, graduates of the PhD in Administrative SciencesSandra Maycotte Felkel, Aida Carolina Robles Luna, and Adrián Rodríguez Buenrostro—and the PhD in Financial SciencesKathia Ramos Garza—received an additional institutional medal in recognition of their academic achievement.

Leading with Culture, Purpose, and Resilience

In his address as guest speaker, Roger González Lau offered three key reflections. First, he emphasized the importance of people and organizational culture: “Culture eats strategy for breakfast,” he stated.

He noted that success should be measured by the number of lives impacted and urged the graduates to lead with purpose, selflessness, and compassion—creating both economic and human value.

Second, he described today’s global context as one of systemic—not cyclical—uncertainty. “This is not a storm lasting hours or days. It’s a new ecosystem. A new climate. Uncertainty is no longer cyclical; it is systemic,” he remarked.

Finally, he encouraged graduates to never stop learning, highlighting humility and the ability to ask good questions as keys to continuous learning in a world powered by artificial intelligence.

PURPOSEFUL LEADERSHIP

Representing his class, Roberto Olvera González, of the EGADE MBA, delivered an emotional message centered on the values of brave, conscious, and resilient leadership.

Inspired by his father’s phrase “life is for the bold,” he structured his remarks around three pillars: purpose, consistency, and resilience. In his words, purpose is built, consistency is conviction, and resilience means advancing with character in times of uncertainty.

He thanked professors, families, and support networks for accompanying them on this journey. “We’re not the ones who shine for a day. We’re the ones who stay. The ones who persist,” he said.

He closed with a call to lead ethically and with meaning: “We didn’t come to receive a diploma. We came to prepare ourselves to leave a mark.”

Transformative Discontent from the Privilege of Learning

Before leading the graduates in the pledge, Juan Pablo Murra congratulated the new EXATEC EGADE alumni and invited them to reflect on the power of constructive discontent. He reminded them that the privilege of graduate education comes with a great responsibility.

Be the kind of example that has distinguished EXATEC alumni for decades... Go out and build extraordinary lives—because Mexico and the world need you,” he concluded.

The Monterrey graduation will be followed by EGADE ceremonies in Mexico City on June 26 and in Guadalajara on June 27.

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CMO Insights: Rethinking Marketing Through Leadership, Strategy, and Data Intelligence

Submitted by jose.paz on Fri, 06/20/2025 - 11:25

A panel organized by the Master in Marketing program at EGADE Business School brought together industry leaders to share the trends shaping the future of marketing.

By JOSÉ ÁNGEL DE LA PAZ | EGADE BUSINESS SCHOOL

In a context where artificial intelligence, hyper-personalization, and the demand for measurable results are accelerating marketing transformation, EGADE Business School of Tecnológico de Monterrey held the panel “CMO Insights: Trends Shaping the Future of Marketing” on June 19 at its Monterrey campus.

The panel was moderated by Juan Carlos Bustamante, Director of the Master in Marketing at EGADE Business School, who stated: “Only marketing and innovation generate growth within companies. Everything else is a cost.” With that conviction, he emphasized the transformational role of marketing leadership and the power of the discipline to drive business strategy.

The panelists included Lucia López Sarre, former CMO of Tim Hortons and consultant in Marketing and Innovation; Carmen Terrones, Marketing Director at Organización Soriana; and Jorge Esquer Landeros, Marketing Manager at OXXO.

During the discussion, López Sarre emphasized that today’s marketer must become a strategic reader of the business.

“A marketer must learn to read a business, to understand it, to move the needle truly,” she shared.

She spoke about her experience with the expansion of Tim Hortons in Mexico and how tools such as data and delivery platforms were used to personalize offerings and inform menu and promotion decisions.

Terrones pointed out that the real challenge in retail is getting the customer to return.

“There are many aspects of marketing we must take to the next level. Our challenge is to win the customer over again, every time they walk into the store,” she said.

Reflecting on her experience at Soriana, she highlighted the value of consumer data gathered through loyalty programs and how it is integrated with digital tools to automate and personalize marketing strategies.

Esquer Landeros discussed the growth of retail media and how OXXO has become a high-value advertising platform thanks to its 23,000 stores and 25.2 million users of Spin Premium.

“We’ve achieved up to a 26% increase in repeat purchases among segmented consumers through data-driven personalization and predictive models,” he said.

He also highlighted the use of AI to optimize pricing strategies and sales forecasting.

The conversation also covered the application of generative artificial intelligence, marketing’s role in defining brand value, organizational perception, the importance of visiting points of sale to observe consumers, and the role of continuous education in a rapidly evolving landscape.

“None of what we’ve discussed works unless the foundations of brand, consumer, and strategy are in place. That’s what studying marketing provides,” Esquer reflected.

López Sarre added, “Having a background in marketing gives you the structure to make strategic decisions instead of relying on campaigns that just shine for a moment.”

Regarding the relevance of pursuing a master’s degree in marketing today, Esquer stated: “In this dynamic world of perceptions—internal and external—we need structure. And that structure comes from how marketing has evolved.”

Terrones added: “Continuous learning is key. Tools change, but the strategy remains: understanding what the customer wants and needs.”

López Sarre emphasized that a master’s degree provides judgment and critical thinking to make sound strategic decisions: “It gives you the keys to the car—and the knowledge to drive it without crashing.”

As part of the event, Paul Juárez, Director of Admissions and Outreach at EGADE Business School, presented the Master in Marketing, a program designed for professionals with around seven years of work experience seeking an updated and in-depth understanding of marketing trends, with a focus on strategy, data use, and revenue maximization from a consumer-centric perspective.

A second CMO Insights panel will take place on July 10 in Mexico City, featuring Paulina Juaristi, Marketing Director at Nubank, and Vivian Rodal, former CMO of Subway Mexico and Central America. Registration is available at this link.

For more information on the Master in Marketing at EGADE Business School, visit: https://egade.tec.mx/en/programs/master-marketing

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EGADE Reaffirms Its Global Excellence with EQUIS Reaccreditation

Submitted by jose.paz on Tue, 06/17/2025 - 12:17

The school receives five-year EQUIS reaccreditation—the maximum period granted—during its 30th anniversary year.

By JOSÉ ÁNGEL DE LA PAZ | EGADE BUSINESS SCHOOL

EGADE Business School at Tecnológico de Monterrey has been granted EQUIS (EFMD Quality Improvement System) reaccreditation for a new five-year period (2025–2029), reaffirming its position among the world’s top business schools.

Awarded by EFMD Global, EQUIS is one of the most prestigious international accreditations in business education. This rigorous system of continuous improvement evaluates schools across ten key dimensions, including governance, academic programs, students, faculty, research, internationalization, ethics, sustainability, and corporate engagement.

The reaccreditation highlights EGADE’s academic excellence and transformative capacity, as well as its commitment to developing responsible leaders, driving social impact, and pursuing global excellence.

“This reaccreditation reaffirms our commitment to staying at the forefront of global business education. It also strengthens the relevance of our purpose: to rethink the future of business and generate a positive impact on sustainable development. In today’s context, continuing our school’s path of innovation and transformation enables us to respond to the complexity of the changing global environment and the challenges facing organisations and society. This is a significant achievement that we proudly celebrate as part of our 30th anniversary, and it is made possible by the excellence and leadership of our students, alumni, faculty, and staff,” said Horacio Arredondo, Dean of EGADE Business School.

Currently, only 228 business schools in 45 countries hold EQUIS accreditation. Additionally, EGADE Business School has the Triple Crown of international accreditations (EQUIS, AACSB, and AMBA), a distinction earned by less than 1% of business schools worldwide.

This milestone adds to the celebrations of EGADE Business School’s 30th anniversary, reinforcing its leadership as a transformative institution in top-tier business education in Latin America.

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Global AI Summit: The future of artificial intelligence takes shape at EGADE

Submitted by jose.paz on Tue, 06/03/2025 - 09:26

Generative AI, digital transformation, and future leadership were the key themes of the event that brought together business leaders, tech experts, and academics in Monterrey.

By JOSÉ ÁNGEL DE LA PAZ | EGADE BUSINESS SCHOOL

EGADE Business School of Tecnológico de Monterrey hosted the Global AI Summit, an event held on May 30 in collaboration with the Digital Transformation Hub of Tecnológico de Monterrey, also serving as the opening event of EGADE U Week 2025: Leading With AI.

The summit, also part of the commemorative series The Next 30: Shaping the Future celebrating EGADE's 30th anniversary, convened business leaders, academics, and key players from the tech ecosystem in Monterrey to reflect on the strategic impact of generative artificial intelligence (GenAI) on business, leadership, and sustainable development in Latin America.

The event featured three keynote speeches and two expert panels. The welcome address was delivered by Horacio Arredondo, Dean of EGADE Business School, who emphasized the institution’s commitment to the future:

“At EGADE, we are committed to rethinking the future of business to make a positive impact on sustainable development in Latin America. This purpose drives us to challenge paradigms, engage with diverse sectors, and lead critical conversations like the one that brings us together today,” said Arredondo.

THE FUTURE OF GENERATIVE AI

Salvador Orozco, Regional Vice President for Hispanic America at Gartner, delivered the keynote "The Future of Generative AI," outlining a strategic outlook on how this technology is reshaping business and society.

According to Orozco, GenAI should not be seen as just another tool, but rather as a disruptive force comparable to the internet or mobile phones.

He shared three key Gartner predictions for 2028:

  • By 2027, over 50% of GenAI models will be domain-specific (by industry or business function), compared to just 1% today.
  • By 2028, over 60% of search engines are expected to be conversational and powered by GenAI, up from less than 20% today.
  • That same year, GenAI-enabled virtual assistants are expected to automate 80% of the routine tasks currently performed by knowledge workers, which is currently estimated at 30%.

Orozco urged organizations not to imagine the future through the lens of today’s limitations, but to project themselves toward 2035.

“AI is redefining what it means to be human by introducing, for the first time, another form of intelligence besides us,” he stated.

He described GenAI as a partner, agent, and creative tool, capable of simulating scenarios, generating content, optimizing decisions, and democratizing creativity.

He cited applications in pharmaceutical research, legal analysis, and business model design, emphasizing that this technology is not intended to replace people, but to profoundly reshape job roles and give rise to new professions, such as the prompt engineer.

AI AS AN INTELLECTUAL REVOLUTION

Rafael Sánchez, CEO of Microsoft Mexico and President of CANIETI, in his keynote "Accelerating Transformation with AI," emphasized that GenAI is democratizing access to intelligence, opening unprecedented opportunities for millions.

“What was once a privilege of a few is now accessible to billions. AI does not replace humans; it empowers them. We are entering an intellectual revolution,” he said.

Sánchez explained that tools like Microsoft Copilot turn users into active agents of their knowledge and productivity. He noted that this technology redefines meritocracy and demands individual accountability for growth: “Every employee must become an AI expert.”

He outlined three levels of adoption:

  1. Ready-to-use tools (copilots);
  2. Low-code solutions for customization;
  3. Advanced models for complex development.

In all cases, he insisted, the starting point is education. “What matters is not who arrives first, but that we all get there,” he concluded, urging swift and collaborative action: in this new era, those who learn and adapt faster will survive.

LEADERSHIP IN THE AI ERA

Mike Walsh, CEO of Tomorrow and global futurist, delivered the talk "Redefining Leadership for the AI Era".

For Walsh, leadership in the AI era must focus on managing human change, not just forecasting emerging technologies.

“The AI revolution is not technological—it is economic and social. The future is what we choose to build,” he said. “Our hands are on the cables. We can intervene, influence, and decide the course AI will take in our organizations and societies.”

Walsh identified three major shifts:

  • From products to platforms: Organizations are transforming products into digital platforms.
  • From transactions to experiences: AI will enable personalized experiences that shift focus from price to perceived value.
  • From applications to agents: Autonomous AI assistants will replace traditional apps.

He argued we are in a fifth industrial revolution, drastically lowering the cost of decision-making. “It’s not just about automating processes—it’s about elevating human potential. The leadership challenge is managing a hybrid workforce where humans and digital agents coexist,” he noted.

He also warned that sustainability will evolve: “Tokens will become the new efficiency metric, and companies will need to produce them with low energy use to remain competitive.”

Walsh concluded with three keys to future leadership:

  • Automate to elevate.
  • Design work, don’t just work.
  • Manage uncertainty with curiosity.

“The real competitive edge won’t be who has more AI, but who knows how to apply it with human judgment,” he emphasized.

AI IN PRACTICE: LESSONS FROM LATIN AMERICA

The panel “Generative AI in Practice in Latin America” featured Mauricio Torres, CEO of IBM Mexico; Felipe Bueno, Global Director of Digital Services and eCommerce at CEMEX; Francisco Moreno y Rojas, VP of Administration and Strategic Planning at CNBV; and Alejandro Suárez, CIO at Sigma Alimentos, moderated by Alexandra Solano, Head of the Digital Transformation Hub at Tecnológico de Monterrey.

Torres noted, “The speed is such that there’s no time for disillusionment,” emphasizing that the main barrier is not technical but human: “The problem is not technological—the main challenge is people’s fear of changing how they work.”

Bueno explained that success at CEMEX came from building trust with visual tools called Magic Tools. Suárez stressed that today’s shift is not digital transformation, but continuous digital evolution. Moreno shared how CNBV migrated to the cloud to process large volumes of regulatory data using AI.

NEW LEADERSHIP FOR A NEW CONTEXT

The panel “Leadership Forum: Present Applications and Future Possibilities” featured Ángela Gómez, COO of Grupo AXO; Ivone Mejía, Commercial Director of Solutions at Microsoft Mexico; and Luis Villanueva, VP of Global Services at Capgemini, moderated by Osmar Arandia, Associate Dean of Executive Education at EGADE.

Gómez outlined five key leadership competencies: AI literacy, risk management, technical training, cross-functional collaboration, and alignment of technology with business goals. “AI is not going to replace us—it should make us smarter,” she said.

Mejía emphasized that the region’s biggest challenge is cultural: “AI is democratizing the ability to transform companies and lives. But it starts with believing in its potential.” Villanueva highlighted the need for ethical adoption, including the creation of business ethics committees ahead of formal regulation.

With the Global AI Summit, EGADE Business School reaffirms its commitment to leading thought and action on strategic topics such as artificial intelligence, sustainability, and business transformation in Latin America.

 

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Best Papers! EGADE Professors' Research Honored at IAOM 2025 Conference

Submitted by jose.paz on Wed, 05/28/2025 - 12:42

Jairo Orozco and Felipe Symmes recognized for their academic contributions at the XIII International Conference of the Iberoamerican Academy of Management.

By JOSÉ ÁNGEL DE LA PAZ | EGADE BUSINESS SCHOOL

Research conducted by professors Jairo Orozco and Felipe Symmes, from the Department of Entrepreneurship and Technological Innovation at EGADE Business School, Tecnológico de Monterrey, was recognized among the best at the XIII International Conference of the Iberoamerican Academy of Management (IAOM), held from November 22 to 24 in Madrid, Spain.

Orozco received the Best Paper Award for his work titled “The Impact of Professional Management Practices on Entrepreneurial Activity Levels and Types Across Countries”, coauthored with Coen Rigtering (Utrecht University), Andreu Turro, and David Urbano (Universitat Autònoma de Barcelona). The study argues that professional management practices—defined as explicit routines guiding employee work—have a significant impact on the levels and types of entrepreneurial activity in countries, beyond traditionally considered factors such as economic development, labor market institutions, or culture.

“This recognition is the result of meaningful conversations and dedicated effort. My sincere thanks to my coauthors for their collaboration, commitment, and ambition. We remain motivated to continue our research and contribute meaningfully to the academic community,” Orozco shared in a social media post.

Meanwhile, Symmes received the Best Theoretical Contribution Award for his paper “A Mestizo-inspired vista for organization studies in Latin America”, coauthored with Pablo Fernández (IAE Business School). Their theoretical proposal suggests a mestizaje-inspired perspective to study organizational phenomena in Latin America, offering an alternative to the tension between contextual relativism and decontextualized universalism by integrating aesthetic and rational dimensions, drawing from the work of thinkers such as Octavio Paz.

The awards ceremony took place during the closing gala dinner of the conference, organized by Universidad CEU San Pablo. This year’s edition was titled “Present and Future of Management in Ibero-America: Innovation and Technology in the Age of AI”, inviting academics and professionals from various countries to reflect on the future of management in the region in the context of digital transformation, artificial intelligence, and innovation.

In addition to Orozco and Symmes, EGADE Business School was represented by professors Cristian Granados and Alberto Méndez, who also presented their research at the conference.

Ernesto Amorós, Associate Dean of Faculty and Research at EGADE Business School and a board member of the Ibero-American Academy of Management, also made a notable contribution as a speaker on a journal editors’ panel, in his role as editor of Management Research.

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