Professor Ganzalo Garland, one of IE´s fall master class speakers

The Europe and CIS team in Madrid at IE is planning trips throughout the region for Autumn 2011. With the support of some of the top professors at IE, we will be holding Master Classes and conferences on everything from Sports Marketing, Entrepreneurship to the World Economic Outlook.

Among the many other events that we are organising, Masters Classes will be held in Moscow and Tbilisi in September, Moscow and Paris in October and also in Bucharest and Baku in November. For specific details and to register, please view this link-  Events in Europe and CIS 
You will have the opportunity to meet professors Gonzalo Garland, Pablo Martin de Holan, Eduardo Fernández-Cantelli and Gayle Allard, among others, in your city.

Here is information about each of these professors:

Gonzalo Garland- As well as teaching the core course on Economic Environment, an elective course on Business in Developing Countries and several short courses and conferences in the executive education division, Gonzalo Garland also finds time to carry out the administrative responsibilities required of him in his role as director of external relations at Instituto de Empresa.

But teaching – which he says he first experienced at the age of 17 – is in his blood and he remains passionate about it. “Teaching is crucial,” he says. “I like transmitting knowledge and being able to explain things that at first might seem difficult for people. But when they suddenly understand what you’re talking about and see the relevance, it’s very gratifying.”

In the field of macroeconomics, Prof Garland has conducted research into the economic effects of demographic changes and he is also an expert on financial crises. And with his specialist knowledge of the economics of developing countries such as China, India, Brazil and Mexico, Prof Garland expertise is much in demand, as MBA students look for business education programmes that have an increasingly international flavour.

“Everyone wants a more global vision,” he says. “And the fact that 85 per cent of students in the international MBA at Instituto de Empresa are from outside Spain makes the classes fascinating because often, what you’re talking about is something that people are relating to the situation in their own countries.”


Pablo Martin de Holan is the Chairman of the Entrepreneurial Management Department of the IE Business School, where he also teaches Strategy. Since 1998, he regularly visits INCAE where he is a Full Professor of Strategy and Organization. As well, he is Adjunct Professor at MIT’s Center in Saragossa, Spain.

Before joining IE, he was the Bombardier Chair of Entrepreneurship at the University of Alberta, Canada, visiting professor at HHL (School of Business) in Leipzig, Germany, and visiting scholar at UTDT in Buenos Aires, Argentina, among others. From 1993 to 1998 he taught at McGill University in Montreal, Canada, where he won two consecutive years the Royal Bank of Canada Teaching Innovation Award. Since the beginning of his Academic Career, Pablo has taught in over 20 countries in three languages. In 2009, he won two IE awards for Teaching Excellence, and two more in 2010.

Pablo’s scholarly research explores the different dimensions of knowledge creation in organizations, and the relation between them and sustainable competitive advantage. His publications explore the problems that emerge when organizations try to implement their strategic decisions and change processes, and the solutions that can be implemented.

Before his Ph.D., Pablo earned a Masters in Sociology and another one in Social Sciences, both from the Sorbonne University, in Paris, where he learnt to appreciate French wines, cheeses, and psyche. Simultaneously to his academic career, he has worked as a consultant to several international organizations such as the World Bank (IFC), NGOs (CARE, Intermón-Oxfam), transnational corporations (Daimler Chrysler, Unilever, Alstom, BAT, BT, Telefónica, Santander, BASF, Ferrovial, Roche, FT…), State Owned Firms (Panama Canal Comission), and several privately owned companies in Canada, France, and Spain, and several countries in Central and South America.

He has published five book chapters, over 20 academic articles, and contributes constantly with professional journals such as the Financial Times (UK). The Globe and Mail (Canada), National Post (Canada), El Financiero (Costa Rica), La Nación (Costa Rica), Pauta (Panamá), Hablemos Claro (Honduras), InfoBAE (Argentina) many among others.

Eduardo Fernández-Cantelli – The three years he spent working as marketing manager for the Basketball Section at Real Madrid, Europe’s most successful football club, had a profound effect on Eduardo Fernández-Cantelli’s thinking as a marketing professor and teacher of the Sports Marketing Elective at Instituto de Empresa. Those were years during which the club was going through a dramatic brand expansion. “Real Madrid is (and expected to be) a pioneer,” he says. “Apart from Manchester United, no team has ever had an understanding of how you can develop the emotional relationships with a football brand.”

What really interests Prof Fernández-Cantelli from a marketing standpoint is the fact that, while in the US sport is conceived as entertainment, emotional attachment is what drives sports consumers in Europe. “That’s interesting in the way you segment the sport market and develop a marketing strategy, because it’s not based on income levels but on the commitment to the team,” he says. “This is an underdeveloped area but it is evolving, and in the next few years marketing efforts are going to be increasingly focused on understanding how consumers relate to sports.”

At the same time, Prof Fernández-Cantelli is examining the way sporting events can help countries, cities or companies to position themselves and create a brand image. He cites the example of the America’s Cup and the opportunity it presents for city officials and local organisations to create a brand for Valencia.

Prof Fernández-Cantelli believes that his work on sports marketing has broader implications for the corporate world. “I bring insights into sports marketing, sponsorships and promotions,” he says. “But these areas are certainly applicable to other areas of business.”

See Prof. Fernández-Cantelli in action in this IE video:


Gayle Allard – At a time when European unemployment rates are soaring, particularly in countries such as France and Germany, the research of Gayle Allard, a Californian, on the effects of welfare-state policies on employment and unemployment is of particular relevance.

Her most recent areas of focus include how the welfare state affects productivity as well as jobs, and what effect immigration flows have on the labour market. She has developed an indicator for employment-protection legislation that covers all of the OECD countries since 1950, and a new indicator for the generosity of unemployment benefits, called the net reservation wage, for the same countries and period.

“It’s fascinating to see how implementing and even just administering these policies differently gives rise to very different results,” she says. “I’m also doing a lot of research and data mining on immigration because, with an aging population and a declining native population, that is becoming a real challenge for Europe.”

And as with her research, Prof Allard’s teaching of economic environment and international economics is always done in reference to what is happening in the real world. “I try to touch on everything that’s relevant to business,” she says. “I give real life examples constantly and I’m always bringing up comparative data, different models and different approaches. Operating at the level of the ivory tower just doesn’t seem intuitive and it is natural to me to deal with the real world.”

See Prof. Allard in action in this IE video:

We look forward to meeting you there!
Kim Goddard

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