The experience brought together more than 600 students and alumni, and 71 companies from various industries.

By JOSÉ ÁNGEL DE LA PAZ | EGADE BUSINESS SCHOOL

With the purpose of boosting professional development and strengthening its community’s network, EGADE Business School at Tecnológico de Monterrey successfully held the 2025 edition of Talent & Career, its annual networking and employability event, at its Monterrey and Santa Fe campuses, as well as virtually through the Highered platform.

Organized by the Career Hub at EGADE Business School, Talent & Career 2025 welcomed students and alumni on May 20 in Monterrey, May 27 in Santa Fe, and May 22 in virtual format. The experience brought together 71 companies from various industries.

In total, 622 participants registered, of which 347 attended in person in Monterrey and Santa Fe, and 275 joined virtually.

“Talent & Career is a strategic experience that transforms connections into opportunities to drive the professional development of our student and alumni community. Year after year, the event has strengthened ties between EGADE talent and leading companies, expanding their networks with new organizations, sectors, and opportunities that respond to an ever-evolving job market,” said Cecilia Terán, leader of the Career Hub.

Talent & Career has become a key space for connecting EGADE Business School students and alumni with partner companies, exploring professional opportunities, creating authentic connections, and opening new doors in their career paths.

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

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.

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.

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.

The Climate Governance Initiative granted “Approved Course” status to the Climate Governance for Board Directors and Senior Executives program—currently the only one of its kind in Mexico and Latin America.

By JOSÉ ÁNGEL DE LA PAZ | EGADE BUSINESS SCHOOL

The executive program Climate Governance for Board Directors and Senior Executives, developed by EGADE Business School at Tecnológico de Monterrey in collaboration with Chapter Zero México, has been recognized as an “Approved Course” by the Climate Governance Initiative (CGI), a global network that is part of the Chapter Zero Alliance, in collaboration with the World Economic Forum.

It is currently the only program in Mexico and Latin America delivered by a CGI chapter to receive this distinction, following a rigorous evaluation process that validates its quality, relevance, and alignment with international best practices in board-level climate governance.

Targeted at business owners, independent board members, CEOs, senior executives, sustainability, finance and risk officers, as well as shareholders with significant influence in corporate governance, the EGADE–Chapter Zero México program aims to strengthen strategic leadership capabilities to address the climate emergency and meet rising ESG (environmental, social, and governance) expectations at the highest levels of decision-making.

“This recognition validates the impact of a program designed to help business leaders embed climate governance at the core of their strategy. The collaboration with Chapter Zero México has been key to ensuring its relevance, and the endorsement from the Climate Governance Initiative marks an important milestone. In a context where business education plays a crucial role in building a more sustainable and resilient future, this program is more relevant than ever,” said Osmar Arandia, Associate Dean of Executive Education at EGADE Business School.

Structured in four online modules totaling 30 hours, the program enables participants to understand the science of climate change and its economic implications for business; identify nature-based solutions and assess their risks and opportunities; differentiate the scopes of decarbonization and carbon neutrality; explore sustainable investment frameworks and models for managing climate risks; and establish an effective climate governance agenda aligned with international standards.

Since its launch, the program has graduated three cohorts with more than 70 participants. Enrollment is now open for the fourth edition, reaffirming its value as a key tool for business transformation in response to climate change.

Chapter Zero México is the Mexican chapter of the CGI, a non-profit organization that mobilizes corporate boards worldwide to accelerate the transition to Net Zero and build climate resilience. With more than 70 chapters across the globe, CGI reaches over 100,000 board directors and independent executives on five continents.

More information about the program here.

The international event explored family businesses' challenges and opportunities in times of transformation, transition, and trust.

By JOSÉ ÁNGEL DE LA PAZ | EGADE BUSINESS SCHOOL

Leadership, trust, legacy, and innovation were the core themes guiding dialogue among business leaders, academics, and entrepreneurial families from around the world at the Global Family Business Summit 2025, an international gathering jointly organized by the STEP Project Global Consortium (SPGC), the Institute for Entrepreneurial Families (IFEM), and EGADE Business School of Tecnológico de Monterrey.

Held from May 14 to 16 in Monterrey, the summit, under the theme "Evolution & Revolution: Transformation, Transition and Trust," served as a platform for connection and intergenerational exchange, driving the present and future of family businesses.

The welcome took place at the Expedition FEMSA building at Tecnológico de Monterrey, led by Horacio Arredondo, Dean of EGADE Business School; María Fonseca, Director of IFEM and Chair of the summit's organizing committee; and Andrea Calabró, Academic Director of SPGC.

“This summit brings together extraordinary voices from academia and family business and is a unique opportunity to generate bold ideas, meaningful connections, and lasting impact,” highlighted Arredondo in his welcome remarks.

LEGACY AND VISION: THE FORMULA FOR TRANSFORMATION

At the summit’s opening, José Antonio Fernández Carbajal, Executive Chairman of the Board and CEO of FEMSA, delivered the keynote speech "Evolving Families, Trusting Generations and Transformative Businesses," sharing his vision on the evolution of business families and their role in building transformative companies.

"From the perspective of our patrimonial shareholders, the key drivers of FEMSA’s long-term success are three: a long-term vision, awareness of our context, and continuity supported by clear governance," he stated.

Fernández Carbajal emphasized that "governance is the foundation for sustainable growth: it transforms intention into impact and ensures that decisions are made with clarity, consistency, and alignment."

He also stressed that "a well-defined structure enables organizational agility: it clarifies responsibilities, sets priorities, and strengthens execution."

He noted that a well-planned leadership transition is essential to ensure business continuity and preserve values.

“A transition is not just about preserving the legacy, but about ensuring the company is ready for the future,” he said.

In this process, he underscored three key factors: Knowledge Transfer, Entrepreneurship, and Trust.

The executive explained that knowledge transfer involves sharing both know-how, wisdom, and culture, ensuring that the next generation understands the “what” and the “why.”

Regarding entrepreneurship, he highlighted the importance of empowering new leaders to innovate and take ownership instead of simply maintaining the status quo.

On trust, he noted that it enables goal alignment through open dialogue and a shared long-term vision.

“Empowering the next generation is the bridge to a bright future,” he said, concluding with his transformation formula: “Transformation = Legacy + Vision.”

“Transformation is not the end of a legacy — it’s how the legacy stays alive, with purpose and long-term focus,” said Fernández Carbajal.

ENCOUNTER AND DIALOGUE

The summit agenda included visits to family-owned companies such as Metalsa, Viakable, and Heineken México, which offered attendees an in-depth look at their legacy, culture, and future vision. The agenda also included an academic program featuring keynote conferences and research presentations at the EGADE Business School campus.

During parallel sessions, participating researchers from Argentina, Australia, Brazil, Canada, China, Colombia, Cyprus, France, Germany, Guatemala, Hungary, Japan, Mexico, Monaco, Morocco, Peru, Spain, the United Kingdom, the United States, Venezuela, Ecuador, and Sweden shared their valuable findings among peers.

Faculty from EGADE Business School, including Sascha Fürst, Jairo Orozco, Christiane Molina, Luciana Manfredi, and Hans Lundberg, contributed as moderators and presenters.

Keynote speakers also included Prasad Jayaraman, Americas Cyber Security Leader & Principal at KPMG US, who addressed the challenges and opportunities that technological innovation represents for the future of family businesses, and Justin Craig, Distinguished Professor at Tecnológico de Monterrey, who reflected on trust as a driving force for change in family business.

The Global Family Business Summit 2025 was held to celebrate the SPGC's 20th anniversary and EGADE Business School's 30th anniversary.

Five faculty members were honored for their academic contributions and research commitment.

By JOSÉ ÁNGEL DE LA PAZ | EGADE BUSINESS SCHOOL

As part of the celebration of the Professors' Day, five members of the EGADE Business School faculty were recognized in the 2024–2025 Professors Classification call of Tecnológico de Monterrey, an institutional recognition of academic talent and trajectory.

Iván Adolfo Valdovinos Hernández and Ricardo Murcio Rodríguez were recognized in the Professor classification, while José Antonio Núñez Mora, Isaac Lemus Aguilar, and Boyd Derek Cohen were recognized in the Research-Oriented Professor classification.

“Their work enriches our academic community and strengthens our school’s leadership in business education in Mexico, Latin America, and worldwide,” said Ernesto Amorós, Associate Dean of Faculty and Research at EGADE Business School.

This edition also highlighted the contributions of Professor Lucila Osorio Andrade and Professor Alfonso Ávila Robinson in their roles as EGADE Business School’s Faculty Classification representatives, as well as the Evaluation Committee of the Business School, for their dedication and commitment to this process, Amorós added.

This achievement reaffirms EGADE's commitment to academic excellence and developing conscious, innovative, and globally minded leaders.