IESE Chair

The session forms part of the activities organised under the Creand Chair of Entrepreneurship and Banking at IESE. Creand Crèdit Andorrà and IESE Executive Education are offering the masterclass “La Fageda: when a social project is also competitive”. This training session will explore the main challenges La Fageda faces across its different distribution channels, discussing both the solutions already implemented and those that could be applied. It will also highlight how a medium-sized company can compete in a highly demanding market while staying true to its values and differentiating itself from major brands. The event will take place on Tuesday, 25 March, at 7 pm, in person at the Creand Building. Those interested in attending should register in advance via the following link: https://bit.ly/4kFmvYr, which is also available on Creand’s social media channels. The session will be led by Iñigo Gallo, Associate Professor in the Marketing Department at IESE Business School, who has extensive research experience in experiential purchasing and consumer behaviour. The masterclass will use the case method. Unlike traditional teaching approaches, which are centred on the lecturer, this format focuses on participants and their contributions. At the end of the session, IESE will present how its programmes can help develop leadership skills to achieve professional success. This conference is part of the activities promoted through the Creand Chair of Entrepreneurship and Banking at IESE, which seeks to generate value through knowledge by means of public lectures, education, research and the promotion of entrepreneurial projects that foster the new economy. Iñigo Gallo Iñigo Gallo is an Associate Professor in the Marketing Department at IESE. He holds a PhD in Management from the Anderson School of Management, UCLA. Previous to his doctoral studies, he received an Undergraduate degree in Business and Economics from the University of Barcelona, worked for a number of years as a management consultant and received his MBA from IESE. His research centres in the understanding of how experiential purchases – an event or series of events that one lives through – are different from material purchases – tangible objects, kept in one’s possession – and how these differences influence the way consumers evaluate and choose experiences, as opposed to products. Some of the questions he studies in his research are: How do consumers deal with the uncertainty that is associated with the evaluation of an experiential purchase? How does price influence a decision on an experience differently from a decision on a product? What type of advertising works best for experiences compared to products? Professor Gallo’s research has been published in various specialised marketing and psychology journals. He has also presented his work at the two leading conferences in consumer behaviour: Association of Consumer Research and Society of Consumer Psychology. He has also written several teaching cases based on projects carried out with different companies in recent years.

IESE Chair

Masterclass on the La Fageda case led by Creand Crèdit Andorrà and IESE

Crèdit Andorrà renews its IESE Chair and redirects it towards entrepreneurship and banking