How to run a successful business in a weak economy

The current difficult economic situation, marked by a gloomy short-term outlook and wary consumers, is creating a climate of fear among business managers. A scenario where large distributors of consumer goods are under pressure to offer competitive and aggressive pricing schemes to the detriment of brand development only contributes to the pessimism. Short-term policies adopted by many companies which are focused on lowering prices and ramping up promotional activities, combined with cost cutting and downsizing as the only way to reduce expenditures and survive, only serve to diminish the value of markets.

This is a time for cool headedness, a time to formulate a well-thought-out short to medium-term vision, create a suitable strategy and execute it.
Action requires total commitment by all members of an organization, as demonstrated by the models for success of many companies. This requires new leadership, which must be a hands-on and inspirational.
Let’s examine some activities which allow us to “pick up the rebound,” take advantage of market dynamics and come out ahead in the medium-term. We will be taking a look at successful practices and risk behavior.

This seminar will give you the opportunity to discuss a key present-day issue with an expert and gain a better understanding of a sector which plays a big role in our economy:
From this perspective and bearing in mind context, strategy, and distribution, we ask ourselves, What are the keys to success? Can these practices be extrapolated to other sectors? Questions such as these and the following topics will be dealt with during this session.

Don’t miss out on this opportunity to discover and share new management tools.

The presentation will be given by Alonso Gil-Casares, a graduate of the Law School of Universidad Complutense de Madrid who also earned an MBA from IESE in Barcelona in 1984. His professional career has taken him to companies such as Johnson’s Wax, Colgate Palmolive and Procter & Gamble, where he held positions of responsibility in the areas of business strategy, categories and brands.

This session will take place on Thursday, February 18, 2010 at 6:30 p.m. at the IEDE main building, La Moraleja Campus, Av. de Bruselas 14
Alcobendas - Madrid 28045 - Exit 16 of the A-1 highway (La Moraleja metro station)
How to get there

As on previous occasions, you can bring one work colleague with you to this session free of charge.
Please confirm attendance by email:

virginia.alvarez@uem.es