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 Alumna Recognized in the EDAMBA Doctoral Thesis Competition 2024

Submitted by jose.paz on Tue, 09/10/2024 - 18:49

The graduate won third place in the competition for her doctoral thesis on femvertising

By JOSÉ ÁNGEL DE LA PAZ | EGADE BUSINESS SCHOOL 

Claudia L. Gomez-Borquez, the graduate of the Ph.D. in Administrative Sciences at EGADE Business School -Tecnológico de Monterrey, won third place in the EDAMBA Doctoral Thesis Competition 2024 for her dissertation research "Empowering Women Through Femvertising".

The thesis written by Gómez-Borquez, currently a researcher at Beedie School of Business - Simon Fraser University, stood out amongst more than 40 doctoral dissertations from 24 universities across 15 countries. 

Her study delves into the impact of publicity oriented towards gender equality (femvertisingas a tool to empower women in various settings.

"I am extremely grateful to my supervisor, Edgar Centeno-Velázquez, and my coauthors, Anna Török, Erzsébet Malota, María Eugenia López Pérez, and Ernesto del Castillo, for their support throughout the process," Gómez-Borquez said after receiving the award.

The competition, organized by the European Doctoral Programmes Association in Management and Business Administration (EDAMBA), recognizes doctoral theses that significantly contribute to knowledge in management and business studies. 

The prize-giving ceremony took place on September 2 during the EDAMBA Annual Meeting at Oxford Brookes Business School in the UK.

In addition to its presentation at the annual meeting, Gómez-Borquez's thesis will be published with the winning and finalist works in the EDAMBA Journal, thus contributing to the dissemination of distinguished research in the EDAMBA doctoral program network.

This achievement by Gómez-Borquez reaffirms the academic prestige of EGADE Business School, whose commitment to the generation of research with a global impact continues to be strengthened through its graduates.

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EGADE Inaugurates New Spaces to Foster Collaboration and Networking

Submitted by jose.paz on Mon, 09/09/2024 - 17:29

The event included the presentation of the mural “Todos en conexión” by Jorge Cejudo and the exhibition “Abstracción en la Colección de Arte, A.C.”.

By JOSÉ ÁNGEL DE LA PAZ | EGADE BUSINESS SCHOOL

On September 9, the EGADE Business School—Tecnológico de Monterrey community inaugurated its new spaces, designed to foster collaboration, creativity, and the exchange of ideas within its community.

Horacio Arredondo, dean of EGADE Business School; Eva Guerra, academic associate dean of EGADE Business School; Juan Pablo Murra, rector for Higher Education of Tecnológico de Monterrey; Víctor Gutiérrez, rector of Operations of Tecnológico de Monterrey; and Mario Adrián Flores, vice-president of the Monterrey Region of Tecnológico de Monterrey, led the ribbon-cutting in the Learning Commons, located on the first floor of the Monterrey site, a flexible space for individual and collaborative study.

"With these spaces, we are continuing to reaffirm our commitment to rethinking the future of business to impact sustainable development in Latin America. I am certain that transformative ideas will emerge here, contributing to a bright future for our society," Arredondo stressed during his speech.

After the ceremony, the attendees went to the EXATEC Connect & Career Hub on the second floor, where Richard Cotler, president of the EXATEC EGADE Association, toasted the community’s latest achievements. This space, designed for the EXATEC EGADE community, includes a newly renovated library and areas for networking and professional development.

Apart from the Learning Commons and the EXATEC Connect & Career Hub, the event also presented the new space for  Admissions & Registrar Services, located on the first floor and designed to facilitate the admission and academic management processes.

During the opening ceremony, the EGADE community had the opportunity to view the work Todos en conexión, by visual artist Jorge Cejudo, "el Cejas", inspired by the iconic mural on the Tec Administrative Building, "El triunfo de la cultura", by Jorge González Camarena.

The event also welcomed "Abstracción en la Colección de Arte, A.C.", an exhibition that forms part of Tec’s Cultural Heritage and that marks the start of a new artistic tradition at  EGADE.

Through this inauguration, EGADE Business School reinforces its commitment to growth and innovation, establishing spaces designed to strengthen interaction, learning, and positive impact in its community's academic and professional environment.

 

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EXATEC EGADE celebrates innovation and leadership during the 2024 Annual Reunion

Submitted by jose.paz on Tue, 09/03/2024 - 17:24

Graduates reflect on the future of business and creativity in a constantly changing world, with conferences by international speakers.

By JOSÉ ÁNGEL DE LA PAZ | EGADE BUSINESS SCHOOL 

With a focus on innovation, leadership, and the integration of science into the business world, the Seventh Annual EGADE Business School - Tecnológico de Monterrey Alumni Reunion brought together more than 100 members of the EXATEC EGADE community to reflect on the future of business and its impact on society.

The event, held on August 30 in Monterrey, began with welcome messages by Horacio Arredondo, dean of EGADE Business School, and María Livas, director of Alumni Relations and Career Hub.

Arredondo emphasized EGADE Business School's purpose of rethinking the future of business to impact the sustainable development of Latin America.

"We are committed to excellence and social responsibility. It gives us great pride to see how our graduates, with their leadership, are shaping the future and creating a tangible impact within and beyond their communities," he stated.

Livas emphasized that the EXATEC EGADE community can boast more than 20 thousand alums and leaders committed to the country's and the region's economic and social development.

🟢Durante la #RAE2024, Alma Rosa García Puig, reconocida con el Premio al Mérito #EXATECEGADE, nos recordó que el futuro exige líderes que no solo se adapten, sino que evolucionen. "La reinvención constante es clave, los próximos 10 años traerán más cambios que los últimos 200". pic.twitter.com/lCr7bC5sXh

— EGADE Business School (@egade) August 30, 2024

One of the most meaningful moments of the event was the presentation of the 2024 EGADE Alumni Achievement Award to Alma Rosa García Puig, founding partner of Cinemas WTC, in recognition of her outstanding career in the film industry and her significant impact on social causes.

The award was presented by Arredondo and Zinia Padilla, national director of Alumni Relations at Tecnológico de Monterrey.

After accepting the award, García Puig (MBA'05) gave a talk, "Reflections on Life and Business," in which she stressed the importance of resilience, adaptability, and commitment to the community as fundamental pillars for business success.

"As leaders, we are responsible for developing teams and people who love Mexico and the world more. We are not only impacting ecology but also humanity. It is our duty to start this change," she said.

En la #RAE2024, Diego Uribe, CEO de @IdemaxBusiness, y @acouvecorrea, ex Ministro de Ciencia e Innovación de Chile, exploraron cómo integrar el core científico empresarial para mantener relevancia en un mundo volátil. "La clave está en fusionar ciencia y negocios para competir.” pic.twitter.com/G9gdbGVGKf

— EGADE Business School (@egade) August 31, 2024

The day continued with the conference "The Transformative Forces of Science in Business," offered by Diego Uribe, CEO of IDEMAX Business Consulting, and Andrés Couve, former Minister of Science, Technology, Knowledge and Innovation in Chile.

They both highlighted the need to integrate science and technology into the core of business strategies to face current challenges.

Uribe stated that "the 20th-century formula is limited in its effectiveness" and stressed the importance of incorporating new capabilities to advance in the creation of value and sustainability.

Couve added that "today, more than ever, science and technology must be at the center of our business strategies in order to generate a real and sustainable impact."

🚀 @bretwaters, autor internacional y profesor de @Stanford, nos inspiró con su conferencia "The Launch Path", brindando claves para transformar ideas de #startups en ventures listos para despegar. Un momento destacado en la Reunión Anual de Egresados. #EXATECEGADE #RAE2024 pic.twitter.com/znxAE9xKI2

— EGADE Business School (@egade) August 31, 2024

The focus on entrepreneurship and innovation continued with the conference "The Launch Path, Getting from a Start-Up Idea to a Launch-Ready Venture," which was hosted by Professor Bret Waters from Stanford University.

Waters stressed the importance of listening to the market and designing a solid business model from the beginning.

"Having a great idea isn't enough; you need the numbers to work. Luck is not a business model; you need a well-thought-out strategy," he explained.

#RAE2024 @JamesTaylor_me nos llevó a explorar la #SuperCreativity, donde la combinación de creatividad humana, colaboración y la potencia de la #IA se convierte en la clave para enfrentar los desafíos de un mundo en constante cambio. pic.twitter.com/BIu33tEcvW

— EGADE Business School (@egade) August 31, 2024

The event also included the conference "Creativity in the Artificial Intelligence Era" by James Taylor, an international expert in creativity and innovation.

Taylor explored how artificial intelligence can enhance human creativity, stating that "creativity is collaborative. The combination of our human curiosity and our ability to collaborate with machines will define the future."

The meeting ended with a mixology workshop, where the alumnae and alumni enjoyed a space for sharing experiences in an atmosphere of celebration and networking.

 

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Business Territory: Overcome the challenges of innovating in your business

Submitted by jose.paz on Tue, 09/03/2024 - 13:19

The podcast of EGADE Business School and the School of Business of Tecnológico de Monterrey is available on Spotify, Amazon Music, Apple Podcasts and YouTube Music.

By JOSÉ ÁNGEL DE LA PAZ | EGADE BUSINESS SCHOOL

Innovation has become a critical goal for many companies in Latin America, but achieving it is not easy.

Episode 171 of the Business Territory podcast, "Overcoming the challenges of innovating in your business," hosted by Eduardo Aguiñaga, National Director of Full-Time Programs at EGADE Business School, explored the internal and external barriers faced by organizations in the region and how to overcome them to cultivate effective innovation.

Guests Alberto Méndez, research professor in the Department of Finance and Business Economics at EGADE Business School, and Claudia Alva, General Manager of Marketplace at Nu, shared their perspectives on how companies can tackle these challenges.

Méndez highlighted that innovation in Latin America often faces resource constraints, forcing companies in the region to focus on non-technological innovation.

"Latin American companies tend to innovate in business models and processes that do not require large investments in research and development but which are crucial for their growth," he explained.

The academic underscored the importance of adapting definitions of innovation to the local context, where resources and business structures differ significantly from those in developed countries.

Alva, for her part, stressed that the company's culture is key to driving innovation.

"At Nu, we have created autonomous innovation cells that work like small startups within the organization, allowing ideas to flow from every level of the company," she said.

Alva also emphasized that innovation should not be seen as an exclusive prerogative of senior management.

"The best ideas often come from the operating personnel who face these challenges every day," she said.

Both experts agreed that risk and error aversion is one of the greatest obstacles to innovation.

Alva argued that allowing and learning from mistakes is essential for innovation to flourish.

"It's all right to make mistakes; mistakes are allowed," she said, noting that companies must shift the cultural paradigm that penalizes errors to foster a more favorable environment for creativity.

You can listen to this and other Business Territory episodes on SpotifyAmazon MusicApple Podcasts, and YouTube Music.

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Alma Rosa García Puig, founding partner of Cinemas WTC, wins the 2024 EGADE Alumni Achievement Award for her efforts in the film industry and social work

Submitted by jose.paz on Mon, 09/02/2024 - 09:00
Zinia Padilla, Alma Rosa García Puig y Horacio Arredondo

This award recognizes her outstanding achievements in the film industry, where she was the first woman to direct Grupo Cinemex in Latin America, and her impact on social causes.

By JOSÉ ÁNGEL DE LA PAZ | EGADE BUSINESS SCHOOL

Alma Rosa García Puig, founding partner of Cinemas WTC, has been recognized with the 2024 EGADE Alumni Achievement Award for her outstanding work in the film industry and her significant impact on society.

This recognition is awarded annually by EGADE Business School - Tecnológico de Monterrey to honour its alumni who have displayed extraordinary dedication, commitment and social responsibility in their respective communities.

As a graduate of the EGADE MBA, García Puig received this award during the 2024 EGADE Business School Annual Alumni Meeting, held on August 30 in Monterrey.

“I am truly honoured to receive the EGADE Alumni Achievement Award. Being recognized not only as a woman in an environment that was more challenging in my generation but also for my professional career fills me with gratitude. This accolade, awarded by an institution as prestigious as EGADE Business School, means a lot to me and many women who, like me, have been making their way in the business world. It is a confirmation that it can be done, and I am deeply grateful that Mexico's talent is valued,” the prize-winner declared.

The award was handed to García Puig by Horacio Arredondo, dean of EGADE Business School, and Zinia Padilla, national director of Alumni Relations of Tecnológico de Monterrey.

In this regard, Arredondo commented: “It fills EGADE Business School with great pride to have graduates like Alma Rosa García Puig, whose exemplary career in the film industry and commitment to human development and gender equality are outstanding. Her dedication has not only propelled her professional success but has also had a positive impact on diverse social causes, ranging from special education to support for pregnant women with cancer. Alma Rosa embodies the values we promote at our school, inspiring future generations to follow her example and make a positive contribution both within and beyond their communities.”

The 2024 EGADE Alumni Achievement Award winner has held several key executive positions in various Mexican companies. She was the first woman to direct Grupo Cinemex in Latin America and also served as spokesperson for the Film Industry Chamber. Her roles have included Deputy CEO of Tiendas 3B, franchise manager for Circle K México, and director of Lavazza and Cielito Querido Café. She was also CEO of Great Place to Work México and has mentored projects for entrepreneurs.  She is currently the founding partner of the complex Cinemas World Theatre Concepts.

Beyond her professional career, García Puig is a founding partner of Koinobori, an institution for children with special education needs. She is also a board member of Fundación Padma, which supports pregnant women with cancer, and several retail stores. Her commitment to gender equality and women’s empowerment is reflected in her work as a speaker on these issues.  

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EGADE'S outstanding impact research celebrated in 3rdTec Sustainable Development Report

Submitted by jose.paz on Thu, 08/29/2024 - 15:04

The document features 23 initiatives by EGADE Business School, each of which impacts at least one of the 17 Sustainable Development Goals (SDGs). 

By JOSÉ ÁNGEL DE LA PAZ | EGADE BUSINESS SCHOOL 

EGADE Business School's contribution to advancing the SDGs was reflected through its leadership in 23 key initiatives, in particular its impact research and the exhibition "Photographs to Transform our World" during the presentation of Tecnológico de Monterrey's 3rd Report on Sustainable Development Initiatives.

The document gathers 851 initiatives by theTecnológico de Monterrey community, including Tecmilenio and TecSalud, implemented between January 1, 2022, and December 31, 2023.

These initiatives, aimed at fulfilling the 17 SDGs of the United Nations 2023 Agenda, benefited over 932,880 personas in Mexico and other countries.

EGADE Business School stood out in this collective effort with the initiative "Scientific Publications in SCOPUS Impacting the 2023-2024 SDGs", led by Osmar Zavaleta, associate dean of research. 

This research initiative, aimed at aligning scientific production with the SDGs, resulted in 142 academic publications, a published book, a coordinated book, and 30 dissemination articles by professors from EGADE Business School and the Tec School of Business School.

The 23 EGADE Business School initiatives include participation in the Principles for Responsible Management Education (PRME) Champions Program, faculty collaboration in the Agenda 2030 Working Groups, the launch of EGADE Action Week, the signing of a collaboration agreement with the Nuevo León State Ministry of Equality and Inclusion to strengthen Civil Society Organizations, and financial aid for students from EGADE Advancing Women In Business.

Volunteering activities were also highlighted, such as delivering Financial Workshops for Entrepreneurs and Micro-entrepreneurs, collaboration in the Arroyo Vivo Project, and the social campaign "It's time to be Santa."

The Executive Education programs also excelled, including Climate Governance for Board Members and Senior Managers, Leadership for Climate Action, Professionalization of Civil Society Organizations, Business Sustainability, Circular Economy: Business Strategy, Finance for Sustainability, and Sustainable Leadership.

The report was presented by Paola Visconti, Ruta Azul Liaison manager, on August 28 in La Carreta, at Tec's Campus Monterrey, where directors and members of the community came together to celebrate these achievements.

The event included a un panel with the participation of David Garza, rector and executive president of Tec; Inés Saenz, vice-president of Inclusion, Social Impact and Sustainability; and Carlos Bejos, national manager of Digital Inclusion andPrepanet.

"The challenge we are facing is considerable, but we are confident that, if various key actors and sectors join forces, we will be able to speed up our progress towards achieving the SDGs," Garza commented. 

To conclude the event, Horacio Arredondo, dean of EGADE Business School, invited the attendees to visit the photography exhibition set up in the same venue. 

The exhibition, comprised of 10 images selected in a competition organized by EGADE Business School, displayed inspiring visions captured by students, graduates, professors, and collaborators to rethink the future of business and promote the SDGs.

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2024 MAF National Congress at the BMV: Future Financial Innovation Specialists Gather at the Emblematic Stock Exchange

Submitted by jose.paz on Wed, 08/21/2024 - 13:47

The fourth edition of the EGADE Business School Master in Finance event took place for the second year running at the Mexican Stock Exchange (BMV).

By JOSÉ ÁNGEL DE LA PAZ | EGADE BUSINESS SCHOOL

For the second consecutive year, the 2024 Master in Finance National Congress of EGADE Business School—Tecnológico de Monterrey took place on August 15 and 16 at the emblematic headquarters of the Mexican Stock Exchange (BMV) in Mexico City.

In its fourth edition, the event brought together over 100 students from the Monterrey and Santa Fe sites, as well as the Online Master in Finance program, for two intensive days of learning, reflection, and networking through conferences, panels, and various activities.

Horacio Arredondo, dean of EGADE Business School; Pablo Necoechea, regional director of EGADE Business School in Mexico City and Querétaro; and Concepción del Alto, national director of the Master in Finance at EGADE Business School, welcomed participants.

THE STOCK MARKET AND THE FINANCIAL MARKET

Jorge Alegría, CEO of the BMV, shared his vision of the financial market's challenges and opportunities in Mexico.

Additionally, Ramón Güémez, the BMV's CFO, offered the conference “BMV Group: Business Strategy and Financial Performance,” in which he stressed that the BMV not only operates as a transaction centre but also plays a crucial role in post-negotiation through its Clearing House and Indeval.

REAL ESTATE AND INDUSTRIAL SECTOR OPPORTUNITIES

Gene Towle, CEO of Softec Consultoría Inmobiliaria, gave a conference on "Real Estate Opportunities", highlighting that over the next 20 years, the number of homes in Mexico’s largest cities is expected to double, indicating a significant expansion of the real estate market.

"We are looking at the greatest opportunity in the real estate market in history. We have clients, and we have capital. We have credit. We can execute," Towle emphasized.

Meanwhile, Jorge Girault, Prologis's CFO, stressed the company's robust strategy to maintain its market leadership in his conference "Prologis and the dynamics of the industrial sector environment in Mexico."

He underscored the importance of diversification and risk management in Prologis' strategy, highlighting that the company avoids excessive concentrations on a single client or sector and maintains a solid balance sheet with low leverage.

HIGH-VALUE NETWORKING

The panel “Driving high-value networking” featured the participation of Concepción del Alto as moderator; Denisse Montesinos, chair of the Board of Directors and co-founder of Mujeres en Finanzas México; José Domingo Figueroa, National President of IMEF; and José Segarra, President of the CFA Society México.

The experts stressed the importance of active participation in professional organizations to promote the development of skills, the creation of contact networks, and the influence on public policies.

Figueroa highlighted how IMEF offers a platform for its members to contribute to the country's economic growth, not only through exchanging knowledge and experiences but also through influencing public policies and personal and professional projection.

Montesinos then emphasized the need to promote diversity and inclusion in the financial sector and highlighted Mujeres en Finanzas México's efforts to create a safe and supportive environment for women in finance, including initiatives such as mentoring and professional development programs that help close the wage gap and foster female leadership in senior positions.

Segarra complemented the discussion by describing how CFA certification prepares professionals to face ethical and financial challenges while explaining the importance of being connected to international networks that promote the highest standards of professionalism in finance.

SUSTAINABILITY AND SOCIAL CHALLENGES

Boyd Cohen, a professor at EGADE Business School, presented the conference “Accelerating an economy of abundance in Mexico,” in which he argued that exponential technology combined with sustainability strategies can transform challenges into profitable business opportunities.

"This is a unique moment in time to create a world of abundance by combining exponential technologies with more interesting sustainability models to create inclusive prosperity," Cohen stated.

The next panel, “Social Challenges and Infrastructure,” featured EGADE Business School professor Rajiv Maher as moderator, Alejandra Ochoa, Director of Sustainability and Corporate Affairs at Viva Aerobús, María Laura Gutiérrez, Deputy Director of Sustainability at Grupo Deacero, and Julia González, Vice President of Women Energy Network Mexico.

The participants discussed the importance of addressing the Sustainable Development Goals (SDGs) in Mexico from within different sectors.

Maher noted that although Mexico has made progress regarding SDG compliance policies, the country still faces a significant lag, especially in areas such as resilient infrastructure and inclusive industrialization.

Ochoa described how Viva Aerobús’ low-cost model has democratized air transport in Mexico, although it also faces challenges in balancing sustainability with operational efficiency.

Gutiérrez explained how Grupo Deacero has integrated sustainability into its operations by recycling scrap and reducing emissions, underlining the importance of investing in sustainable infrastructure for the industry's future.

González added that collaboration between companies, governments and communities is key to advancing the SDGs, giving projects in the energy sector that have improved the quality of life of local communities as examples.

GREENWASHING AND ITS FINANCIAL RISKS

The panel "Greenwashing as a financial risk: motivations, consequences and how to mitigate it" was moderated by Eduardo Aguiñaga, National Director of Full-Time Programs at EGADE Business School, and included the participation of Mario Elías González, associate professor at EGADE Business School; Noemí Cortés, independent advisor; José Antonio Quesada, president of the National College of Independent Professional Business Advisors; and Jordi Cueto-Felgueroso, Sustainability Manager at Coca-Cola FEMSA.

Aguiñaga stated that greenwashing can occur when companies exaggerate their sustainable actions, eroding trust and credibility.

González stressed that a lack of technical knowledge and unfair competition could lead companies to engage in these practices, thus generating scepticism about the profitability of sustainability.

Cortés then emphasized the importance of ethics and corporate governance in preventing greenwashing, explaining that boards of directors must ensure that sustainability strategies are aligned with company values ​​and backed by real actions.

Quesada added that oversight and regulation are essential to prevent greenwashing and warned that companies must prepare to comply with more stringent regulations in the future.

Cueto-Felgueroso discussed how Coca-Cola FEMSA has implemented concrete measures to prevent greenwashing, such as issuing audited and verifiable sustainability bondsensuring that actions are more than just a green façade.

The congress also offered activities such as a tour of the Stock Market Museum (MUBO) and a simulation of "open-outcry” transactions, reviving the pre-electronic system tradition.

Alfredo Ramírez, director of the Master in Finance at EGADE Business School Santa Fe, brought the congress to a close by highlighting how the event not only provided participants with a platform to explore opportunities in the real estate market, reflect on best sustainability practices and understand the dynamics of the industrial sector in Mexico but also underscored the importance of ethics, innovation and social responsibility in the professional practice of finance.

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