Antonio Fontanini   1

      EOI PROGRAMS
  A LEARNING EXPERIENCE
IN THE IMAGINATION SOCIETY




Antonio Fontanini OCTOBER...
Antonio Fontanini   2




E-commerce/Marketing en
Antonio Fontanini   3




      –   50 años, Italiano

      –   Doctor (Cum Laude) en Informatica (Matemáticas y Física) ...
Antonio Fontanini   4


       (proposed) Agenda

1. We live hard times      (but great)

2. The best Institution
   the b...
Antonio Fontanini   5
THE 26 CORE GLOBAL RISKS
Antonio Fontanini              6
                                           SOCIAL NET OF GLOBAL RISKS




Note: The sizes...
Antonio Fontanini   7
        8 CORE GEOPOLITICAL RISKS


GLOBAL CRISIS
FOOD PRICES
 DEMOGRAPHY
 THE “DECLINE” OF THE ...
Antonio Fontanini   8
FOOD PRICES   Antonio Fontanini   9
Antonio Fontanini   10
D AND JAPAN: FISCAL CRISIS
Antonio Fontanini   11

IN 2002
HOW MANY
AMERICANS
IN TOP 10?

       9
IN 2008
HOW MANY
AMERICANS
IN TOP 10?

       2
Antonio Fontanini   12
US CURRENT ACCOUNT DEFICIT
Antonio Fontanini   13
THE BURDEN OF NATIONAL DEBT
Antonio Fontanini   14
THE END OF THE UP ESCALATOR
Antonio Fontanini   15




                    US HOPE




REUTERS/Jim Young
Antonio Fontanini   16
THE “HEART” OF GLOBAL TERROR
Antonio Fontanini   17
   AFGHANISTAN



HAMID KARZAI
Antonio Fontanini   18



NAWAZ SHARIFF          ASAF ALI ZARDARI




  PML PARTY LEADER   ACTUAL PRESIDENT (PPP)
Antonio Fontanini   19
PRIME MINISTER NURI AL MALIKI
Antonio Fontanini   20
      AYATOLLAH ALI KHAMENÉI




P 1981-89
Antonio Fontanini   21
IRAN’S NUCLEAR REACTOR
Antonio Fontanini   22
      THE STRAIT OF HORMUZ




40% OF WORLD OIL IS CARRIED BY THE STRAIT
Antonio Fontanini   23
OIL: DISCOVERY AND PRODUCTION
Antonio Fontanini   24


                CHINA ENERGY DEMAND

“THE INCREASE IN CHINA
 ENERGY DEMAND
 BETWEEN 2002 AND 2005...
Antonio Fontanini   25
HIGHEST CAR OWNERSHIP, 2007
Antonio Fontanini   26
LOWEST CAR OWNERSHIP
Antonio Fontanini   27
ENVIRONMENTAL DOOMSDAY
Antonio Fontanini   28
THE UNFORSEABLE
Antonio Fontanini   29
THE UNFORSEABLE
Antonio Fontanini   30




CRISIS MANAGEMENT
Antonio Fontanini   31
Antonio Fontanini   32
Antonio Fontanini   33


                 Agenda

1.   We live hard times   (but great)
2. The best Institution
   the bes...
Antonio Fontanini   34




ImaginationS
   ociety
Antonio Fontanini   35
Antonio Fontanini   36
Antonio Fontanini   37




Thomas L.
Friedman
Antonio Fontanini   38
Antonio Fontanini   39




Globalización 1.0
Antonio Fontanini   40
Antonio Fontanini   41




Globalización 2.0
Antonio Fontanini   42




1750 Revolución
   Industrial
Antonio Fontanini   43




Globalización 3.0
Antonio Fontanini   44

GLOBAL ECONOMY
Antonio Fontanini   45
Antonio Fontanini   46
Antonio Fontanini   47




Larry Lessig
Antonio Fontanini   48



Comunidades
Antonio Fontanini   49
Antonio Fontanini   50
THE IMAGINATION SOCIETY   Antonio Fontanini   51
THE IMAGINATION SOCIETY   Antonio Fontanini   52
Antonio Fontanini   53
Antonio Fontanini   54
Antonio Fontanini   55
Antonio Fontanini   56

CROWDSOURCING ADV

         ¿Who did produce
           the DORITOS
            last golden
      ...
Antonio Fontanini   57
Antonio Fontanini   58

            CROWDSOURCING ADV
                                A couple of
                        ...
Antonio Fontanini   59
Antonio Fontanini   60

Ubicuos Society
Antonio Fontanini   62
Antonio Fontanini   63
Antonio Fontanini   64




Mobile2.0 Conference
Antonio Fontanini   65

GOOGLE ANDROID G1
Antonio Fontanini   66
Antonio Fontanini   67
DIGITAL MARKETING TOOLS
                              Antonio Fontanini   68




Marketing Móvil: Códigos BIDI
Antonio Fontanini   69
Antonio Fontanini   70
Antonio Fontanini   71
Antonio Fontanini   72
Antonio Fontanini   73
Antonio Fontanini   74
Antonio Fontanini   75




E-commerce/Nuevos Medios
Antonio Fontanini   76




   US ADV AND MKTG SHARE 02-12




E-commerce/Nuevos Medios
Antonio Fontanini   77
Antonio Fontanini   78




E-commerce/Nuevos Medios
Antonio Fontanini   79


Hulu
Antonio Fontanini   80




E-commerce/Nuevos Medios
Antonio Fontanini   81




El nuevo consumo de medios…
Antonio Fontanini   82

          BLENDED MKTG CAMPAIGNS

1. NESTLE KIT KAT NEW RECIPE
2. CARS: THE NEW FIAT 500
3. FAGOR ...
Antonio Fontanini   83

      Campañas Blended




Campaña blended premiada en Cannes
Antonio Fontanini   84



         7. AXE 3 CANNES AD GRAND PRIX
UNILEVER GOT THE GRAN PRIX TO THE BEST
INTEGRATED CAMPAIG...
Antonio Fontanini   85
Antonio Fontanini   87
Antonio Fontanini   88




WOMM MARKETING
Antonio Fontanini   89
Antonio Fontanini   90

700 US$M in donations: 3M people
Antonio Fontanini   91
Antonio Fontanini   92




“YES, INTERNET COULD”
Antonio Fontanini   93


      BARAK OBAMA AND BUDWEISER
 “WASSAP 2008 ” CAMPAIGN: 30M downloads in youtube

IN 2000 BUDWE...
Antonio Fontanini   94
Antonio Fontanini   95
Antonio Fontanini   96




Blogging as a Business Tool
Antonio Fontanini   97

GLOBAL ECONOMY
Antonio Fontanini   98

GLOBAL ECONOMY
Antonio Fontanini   99

GLOBAL ECONOMY
Antonio Fontanini   100
Antonio Fontanini   101
Antonio Fontanini   102

GLOBAL ECONOMY
Antonio Fontanini   103




GUERRILLA MARKETING
Antonio Fontanini   104
Antonio Fontanini   105




MINI
Antonio Fontanini   106
Antonio Fontanini   107




DUREX
Antonio Fontanini   108
Antonio Fontanini   109
Antonio Fontanini   110
Antonio Fontanini   111
Antonio Fontanini   112
THE IMAGINATION SOCIETY   Antonio Fontanini   113
Antonio Fontanini   114


             CONSUMERING   (*)
STRATEGIES
INTENSIVE IN EXPERIENCES

ABERCROMBIE & FITCH
APPLE
NE...
Antonio Fontanini   115
Antonio Fontanini   116
Antonio Fontanini   117
Antonio Fontanini   118
Antonio Fontanini   119
Antonio Fontanini   120
Antonio Fontanini   121

GLOBAL ECONOMY
Antonio Fontanini   122


                Agenda
1. We live hard times (but great)

2. The best Institution
   the best pr...
Antonio Fontanini   123
EOI: 50+ YEARS CREATING LEADERS
Antonio Fontanini   124


      The best teachers
DIVERSITY

MULTI-CULTURAL

MULTI-SECTORS

MANAGERIAL/CONSULTING PROFILES...
Antonio Fontanini   125
Antonio Fontanini   126




Interdisciplinary Learning
Antonio Fontanini   127




The Case method
Taking decisions on real businesses
Antonio Fontanini   128




Multi-Sectors
Antonio Fontanini   129




Business decisions
Antonio Fontanini   130




Break-through businesses
Antonio Fontanini   131




GENETICALLY MODIFIED SEEDS
CARBON CREDITS TRADING (KYOTO)
Antonio Fontanini   132




Blogs as
learning tools
Antonio Fontanini   133



 Creatingsustainablecompetitiveadvantage

You can ownsomethingthat'shardtocopy (like
real estat...
Antonio Fontanini   134


                Agenda
1. We live hard times (but great)

2. The best Institution
   the best pr...
Antonio Fontanini   135




Coaching great managers
Antonio Fontanini   136
Antonio Fontanini   137




the big picture (business model)
Antonio Fontanini   138




       Business Modelling

NFRASTRUCTURE       PARTNER        OFFER         CUSTOMER       CUS...
Antonio Fontanini           139




the big picture
                                  Partner Network                     ...
Antonio Fontanini   140




Management tools
Antonio Fontanini   141

                              Balanced Scorecard
                                                ...
Antonio Fontanini   142
                           EMPOWERMENT

       Beliefs systems                           Boundary ...
Antonio Fontanini   143




Metrics
Antonio Fontanini   144

                           Metrics
INDICES
ECONOMICOS
FINANCIEROS

 R.O.E. (Return BDI (Beneficio...
Antonio Fontanini   145




Metrics
Antonio Fontanini   146




?
Antonio Fontanini   147



    Marketing Strategy Planning Process
 Narrowing down to focused strategy with quantitative a...
Antonio Fontanini   148




Strategic fit
Antonio Fontanini   149




DOING THE RIGHT THING
   (EFFECTIVENESS)

       AND/OR

DOING THE THING RIGHT
     (EFFICIENC...
Antonio Fontanini   150


 Strategic                External
                        Environment
                         ...
Antonio Fontanini   151
Antonio Fontanini   152




think outside-of-the box
Antonio Fontanini   153




Innovation




  business model innovation
  product & service innovation
      process innova...
Antonio Fontanini   154




business model innovation
Antonio Fontanini   155




product & service
   innovation
Antonio Fontanini   156

process innovation
Antonio Fontanini   157




technology innovation
Antonio Fontanini   158




      Learn!


personalization
Antonio Fontanini   159
New stakeholders
                                    Antonio Fontanini   160




               Customers

               ...
Antonio Fontanini   161

Getting stakeholders trust
Antonio Fontanini   162

Transparency   GLOBAL ECONOMY
Antonio Fontanini   163
Antonio Fontanini   164




Products custom centered
Antonio Fontanini   165
Antonio Fontanini   166
Antonio Fontanini   167
Antonio Fontanini   169
Antonio Fontanini   170


                Agenda
1. We live hard times (but great)

2. The best Institution
   the best pr...
Antonio Fontanini   171
Antonio Fontanini   172




Leadership
Antonio Fontanini   173




BRANDson
LEADERS?   Antonio Fontanini   174
Antonio Fontanini   175
       GLOBAL ENVIRONMENTALISM



                               WangariMaathai
                  ...
LEADERS?   Antonio Fontanini   176
Antonio Fontanini   177
Antonio Fontanini   178



change is the process by which the future
invades our lives
-> Alvin Toffler
FAILURE AS A LEARNING TOOL
                                      Antonio Fontanini   179




Thomas Watson, IBM story

- A...
Antonio Fontanini   180
THE IDEO BUSINESS CASE
                                    Antonio Fontanini   181




FAIL OFTEN TO SUCCEED SOONER

- Inn...
Antonio Fontanini   182
Antonio Fontanini   183




Our People are our strategy
Antonio Fontanini   184

There is a story beyond any person
Antonio Fontanini   185




 Imagine you got your EOI title
Are you going to look for a job?
   Do you have a good CV?
   ...
Antonio Fontanini   186
Antonio Fontanini   187
Antonio Fontanini   188
Antonio Fontanini   189




  + 42.000 videosfrom201countries

       4,5 millionpeoplevoted

     Theygenerated6.000news
...
Antonio Fontanini   190




DOING WELL
    BY
DOING GOOD
Antonio Fontanini   191
Antonio Fontanini   193
                  PLAYING FOR CHANGE

ConnecttheHumanitythrough music by
providingresourcestomusic...
Antonio Fontanini   195
Antonio Fontanini   196




Unlearn
Antonio Fontanini   197



    ERIC SCHMIDT, GOOGLE CEO AT CARNEGIE MELLON
MAY 17TH, 2009 112TH COMMENCEMENT CEREMONY

"We...
Antonio Fontanini   199




antonio.fontanini@gmail.com
Antonio Fontanini   200


              THANKS
   Images, slides, Inspiration, etc.
Flickr, Youtube
Slideshare.net
Blog de...
Antonio Fontanini   201




¿ANY QUESTION?
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A Learning experience in the Imagination Society

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Presentación de la conferencia de apertura año Academico EOI 2009-2010.
Antonio Fontanini, Profesor de Marketing en la EOI

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Transcript of "A Learning experience in the Imagination Society"

  1. 1. Antonio Fontanini 1 EOI PROGRAMS A LEARNING EXPERIENCE IN THE IMAGINATION SOCIETY Antonio Fontanini OCTOBER 20TH 2009
  2. 2. Antonio Fontanini 2 E-commerce/Marketing en
  3. 3. Antonio Fontanini 3 – 50 años, Italiano – Doctor (Cum Laude) en Informatica (Matemáticas y Física) Universidad de Pisa, Italia – Postgrados: Mktg, Rel. Int., MBA (Elea, JHU, Cilea) – Executive Education: University of Chicago Booth Business School (2008) – Executive Education: Instituto de Empresa (2008) – Member of Simposium: "Globalization", Harvard University, (2009) – antonio.fontanini@gmail.com – Skype/Yahoo Mesenger/Google Talk: antoniofontanini Experiencia profesional/docente Actual (3.0) – Presidente de Erasmus Equities (Venture Capital, Hong Kong) – Presidente de Informalia Consulting (Strategist Boutique) – Consejero de Fonytel (Business Development) e IP Sistemas (Indra) – Consejero de Planet Capital (Holland) TEACHING EXPERIENCE – Director y Profesor Asociado, EOI: Masters en “Mktg y gestión com.” Perú, Venezuela y Tical y CME en México – Profesor Asociado y Coach: IE Business School, Esade. 1989-2001 (2.0) VP & Director General Amper, International Division 1986-1989 (1.0) Director General Mktg Olivetti Systems & Networks
  4. 4. Antonio Fontanini 4 (proposed) Agenda 1. We live hard times (but great) 2. The best Institution the best professors/colleagues a 360º vision 3. To be excellent managers and entrepeneurs 4. … and even better persons.
  5. 5. Antonio Fontanini 5 THE 26 CORE GLOBAL RISKS
  6. 6. Antonio Fontanini 6 SOCIAL NET OF GLOBAL RISKS Note: The sizes of the nodes in the social networking diagram indicate the assessment of the risk itself. The thickness of lines represent strength of correlation, while proximity of the nodes represents similarity of correlations. Source: Witold Henisz, Associate Professor of Management, The Wharton School, University of Pennsylvania, USA, based on expert assessments of correlation (October 2007).
  7. 7. Antonio Fontanini 7 8 CORE GEOPOLITICAL RISKS GLOBAL CRISIS FOOD PRICES  DEMOGRAPHY  THE “DECLINE” OF THE US  THE MIDDLE EAST  ENERGY THE ENVIRONMENT  THE UNFORSEABLE
  8. 8. Antonio Fontanini 8
  9. 9. FOOD PRICES Antonio Fontanini 9
  10. 10. Antonio Fontanini 10 D AND JAPAN: FISCAL CRISIS
  11. 11. Antonio Fontanini 11 IN 2002 HOW MANY AMERICANS IN TOP 10? 9 IN 2008 HOW MANY AMERICANS IN TOP 10? 2
  12. 12. Antonio Fontanini 12 US CURRENT ACCOUNT DEFICIT
  13. 13. Antonio Fontanini 13 THE BURDEN OF NATIONAL DEBT
  14. 14. Antonio Fontanini 14 THE END OF THE UP ESCALATOR
  15. 15. Antonio Fontanini 15 US HOPE REUTERS/Jim Young
  16. 16. Antonio Fontanini 16 THE “HEART” OF GLOBAL TERROR
  17. 17. Antonio Fontanini 17 AFGHANISTAN HAMID KARZAI
  18. 18. Antonio Fontanini 18 NAWAZ SHARIFF ASAF ALI ZARDARI PML PARTY LEADER ACTUAL PRESIDENT (PPP)
  19. 19. Antonio Fontanini 19 PRIME MINISTER NURI AL MALIKI
  20. 20. Antonio Fontanini 20 AYATOLLAH ALI KHAMENÉI P 1981-89
  21. 21. Antonio Fontanini 21 IRAN’S NUCLEAR REACTOR
  22. 22. Antonio Fontanini 22 THE STRAIT OF HORMUZ 40% OF WORLD OIL IS CARRIED BY THE STRAIT
  23. 23. Antonio Fontanini 23 OIL: DISCOVERY AND PRODUCTION
  24. 24. Antonio Fontanini 24 CHINA ENERGY DEMAND “THE INCREASE IN CHINA ENERGY DEMAND BETWEEN 2002 AND 2005 WAS EQUIVALENT TO JAPAN´S CURRENT ANNUAL ENERGY USE” NOVEMBER 13TH, 2007
  25. 25. Antonio Fontanini 25 HIGHEST CAR OWNERSHIP, 2007
  26. 26. Antonio Fontanini 26 LOWEST CAR OWNERSHIP
  27. 27. Antonio Fontanini 27 ENVIRONMENTAL DOOMSDAY
  28. 28. Antonio Fontanini 28 THE UNFORSEABLE
  29. 29. Antonio Fontanini 29 THE UNFORSEABLE
  30. 30. Antonio Fontanini 30 CRISIS MANAGEMENT
  31. 31. Antonio Fontanini 31
  32. 32. Antonio Fontanini 32
  33. 33. Antonio Fontanini 33 Agenda 1. We live hard times (but great) 2. The best Institution the best professors/colleagues a 360º vision 3. To be excellent managers and entrepeneurs 4. … and even better persons.
  34. 34. Antonio Fontanini 34 ImaginationS ociety
  35. 35. Antonio Fontanini 35
  36. 36. Antonio Fontanini 36
  37. 37. Antonio Fontanini 37 Thomas L. Friedman
  38. 38. Antonio Fontanini 38
  39. 39. Antonio Fontanini 39 Globalización 1.0
  40. 40. Antonio Fontanini 40
  41. 41. Antonio Fontanini 41 Globalización 2.0
  42. 42. Antonio Fontanini 42 1750 Revolución Industrial
  43. 43. Antonio Fontanini 43 Globalización 3.0
  44. 44. Antonio Fontanini 44 GLOBAL ECONOMY
  45. 45. Antonio Fontanini 45
  46. 46. Antonio Fontanini 46
  47. 47. Antonio Fontanini 47 Larry Lessig
  48. 48. Antonio Fontanini 48 Comunidades
  49. 49. Antonio Fontanini 49
  50. 50. Antonio Fontanini 50
  51. 51. THE IMAGINATION SOCIETY Antonio Fontanini 51
  52. 52. THE IMAGINATION SOCIETY Antonio Fontanini 52
  53. 53. Antonio Fontanini 53
  54. 54. Antonio Fontanini 54
  55. 55. Antonio Fontanini 55
  56. 56. Antonio Fontanini 56 CROWDSOURCING ADV ¿Who did produce the DORITOS last golden minute ad of the SuperBowl 2007?
  57. 57. Antonio Fontanini 57
  58. 58. Antonio Fontanini 58 CROWDSOURCING ADV A couple of Doritos consumers, selected among 1000 spots in the Internet http://www.youtube.com/watch?v=HUFvJNQ0bnM
  59. 59. Antonio Fontanini 59
  60. 60. Antonio Fontanini 60 Ubicuos Society
  61. 61. Antonio Fontanini 62
  62. 62. Antonio Fontanini 63
  63. 63. Antonio Fontanini 64 Mobile2.0 Conference
  64. 64. Antonio Fontanini 65 GOOGLE ANDROID G1
  65. 65. Antonio Fontanini 66
  66. 66. Antonio Fontanini 67
  67. 67. DIGITAL MARKETING TOOLS Antonio Fontanini 68 Marketing Móvil: Códigos BIDI
  68. 68. Antonio Fontanini 69
  69. 69. Antonio Fontanini 70
  70. 70. Antonio Fontanini 71
  71. 71. Antonio Fontanini 72
  72. 72. Antonio Fontanini 73
  73. 73. Antonio Fontanini 74
  74. 74. Antonio Fontanini 75 E-commerce/Nuevos Medios
  75. 75. Antonio Fontanini 76 US ADV AND MKTG SHARE 02-12 E-commerce/Nuevos Medios
  76. 76. Antonio Fontanini 77
  77. 77. Antonio Fontanini 78 E-commerce/Nuevos Medios
  78. 78. Antonio Fontanini 79 Hulu
  79. 79. Antonio Fontanini 80 E-commerce/Nuevos Medios
  80. 80. Antonio Fontanini 81 El nuevo consumo de medios…
  81. 81. Antonio Fontanini 82 BLENDED MKTG CAMPAIGNS 1. NESTLE KIT KAT NEW RECIPE 2. CARS: THE NEW FIAT 500 3. FAGOR PIROLISIS 4. VW AND BOURNE: PRODUCT PLACEMENT + 5. DESALIA: RON BARCELO WISH WORLD 6. ACCENTURE LOOKS FOR NEW CVS 7. AXE3 AND ITS CANNES GRAND PRIX 8. MAHOU AND SPAIN FOOTBALL ARMADA CONQUER E 9. FIGHT FOR KISSES BY WILKINSON 10. RELAX AND ENJOY WITH CAJAMADRID 11. COCA-COLA DREAMS FACTORY
  82. 82. Antonio Fontanini 83 Campañas Blended Campaña blended premiada en Cannes
  83. 83. Antonio Fontanini 84 7. AXE 3 CANNES AD GRAND PRIX UNILEVER GOT THE GRAN PRIX TO THE BEST INTEGRATED CAMPAIGN FOR ITS AXE3 “CHOQUES” SPOT COMBINING TWO SPRAY FRAGRANCES (AND TWO WOMEN) AXE3 CAME AS A PACK WITH 2 FRAGRANCIES FOR 10 DAYS ONLY AFTER THE CAMPAIGN IN THE STREET BY THE MOBILE AND IN THE WEB SITE: PEOPLE HAVE TO VOTE ABOUT THE IDEAL MIX INCREASE OF 50% IN SALES
  84. 84. Antonio Fontanini 85
  85. 85. Antonio Fontanini 87
  86. 86. Antonio Fontanini 88 WOMM MARKETING
  87. 87. Antonio Fontanini 89
  88. 88. Antonio Fontanini 90 700 US$M in donations: 3M people
  89. 89. Antonio Fontanini 91
  90. 90. Antonio Fontanini 92 “YES, INTERNET COULD”
  91. 91. Antonio Fontanini 93 BARAK OBAMA AND BUDWEISER “WASSAP 2008 ” CAMPAIGN: 30M downloads in youtube IN 2000 BUDWEISER LAUNCHED A VIRAL TV SPOT BASED ON A GROUP OF BLACK BUDDIES, HAPPY, LAZY, HAVING FUN, WATCHING TV AND HAVING A BUDWEISER BEER IN 2008 AMERICA HAS CHANGED AND SO THE BUDDIES GROUP: IRAK, THE FINANCIAL CRACK, KATRINA, UNEMPLOYEMENT HAS HIT THE US STRONGLY. CHANGE IS THE WORD THAT COUNTS NOW. THIS VIRAL WAS USED BY OBAMA FINANCIAL SUPPORTERS TO COLLECT MONEY FROM PEOPLE. http://www.youtube.com/watch?v=L38wthA4Ld0 http://www.youtube.com/watch?v=Qq8Uc5BFogE
  92. 92. Antonio Fontanini 94
  93. 93. Antonio Fontanini 95
  94. 94. Antonio Fontanini 96 Blogging as a Business Tool
  95. 95. Antonio Fontanini 97 GLOBAL ECONOMY
  96. 96. Antonio Fontanini 98 GLOBAL ECONOMY
  97. 97. Antonio Fontanini 99 GLOBAL ECONOMY
  98. 98. Antonio Fontanini 100
  99. 99. Antonio Fontanini 101
  100. 100. Antonio Fontanini 102 GLOBAL ECONOMY
  101. 101. Antonio Fontanini 103 GUERRILLA MARKETING
  102. 102. Antonio Fontanini 104
  103. 103. Antonio Fontanini 105 MINI
  104. 104. Antonio Fontanini 106
  105. 105. Antonio Fontanini 107 DUREX
  106. 106. Antonio Fontanini 108
  107. 107. Antonio Fontanini 109
  108. 108. Antonio Fontanini 110
  109. 109. Antonio Fontanini 111
  110. 110. Antonio Fontanini 112
  111. 111. THE IMAGINATION SOCIETY Antonio Fontanini 113
  112. 112. Antonio Fontanini 114 CONSUMERING (*) STRATEGIES INTENSIVE IN EXPERIENCES ABERCROMBIE & FITCH APPLE NESPRESSO THE SAMSUNG CONCEPT NIKE-ID-STUDIO (*) by Javier Rovira
  113. 113. Antonio Fontanini 115
  114. 114. Antonio Fontanini 116
  115. 115. Antonio Fontanini 117
  116. 116. Antonio Fontanini 118
  117. 117. Antonio Fontanini 119
  118. 118. Antonio Fontanini 120
  119. 119. Antonio Fontanini 121 GLOBAL ECONOMY
  120. 120. Antonio Fontanini 122 Agenda 1. We live hard times (but great) 2. The best Institution the best professors/colleagues a 360º vision 3. To be excellent managers and entrepeneurs 4. … and even better persons.
  121. 121. Antonio Fontanini 123 EOI: 50+ YEARS CREATING LEADERS
  122. 122. Antonio Fontanini 124 The best teachers DIVERSITY MULTI-CULTURAL MULTI-SECTORS MANAGERIAL/CONSULTING PROFILES "LEARNING BY DOING” FOCUS
  123. 123. Antonio Fontanini 125
  124. 124. Antonio Fontanini 126 Interdisciplinary Learning
  125. 125. Antonio Fontanini 127 The Case method Taking decisions on real businesses
  126. 126. Antonio Fontanini 128 Multi-Sectors
  127. 127. Antonio Fontanini 129 Business decisions
  128. 128. Antonio Fontanini 130 Break-through businesses
  129. 129. Antonio Fontanini 131 GENETICALLY MODIFIED SEEDS CARBON CREDITS TRADING (KYOTO)
  130. 130. Antonio Fontanini 132 Blogs as learning tools
  131. 131. Antonio Fontanini 133 Creatingsustainablecompetitiveadvantage You can ownsomethingthat'shardtocopy (like real estate). You can racedownthepricingandscale curve. You can createswitchingcosts. You can build a network. You can build a brand. Seth Blog post You can create a constantlyinnovatingorganizationwheree xtraordinaryemployeesthrive.
  132. 132. Antonio Fontanini 134 Agenda 1. We live hard times (but great) 2. The best Institution the best professors/colleagues a 360º vision 3. To be excellent managers and entrepeneurs 4. … and even better persons.
  133. 133. Antonio Fontanini 135 Coaching great managers
  134. 134. Antonio Fontanini 136
  135. 135. Antonio Fontanini 137 the big picture (business model)
  136. 136. Antonio Fontanini 138 Business Modelling NFRASTRUCTURE PARTNER OFFER CUSTOMER CUSTOMER NETWORK RELATIONSHIP CORE VALUE TARGET CAPABILITIES PROPOSITION CUSTOMER VALUE DISTRIBUTION CONFIGURATION CHANNEL COST REVENUE STRUCTURE FINANCE STREAMS a business model describes the value an organization offers to various customers and portrays the capabilities and partners required for creating, marketing, and delivering this value and relationship capital with the goal of generating profitable and sustainable revenue streams
  137. 137. Antonio Fontanini 139 the big picture Partner Network Customer Relationship • food & beverages • personalized web profile • ticketing services • newsletter • promoters • team blog (RSS) • ad placement • VIP events with team • telecom operator •… • TV operator •… Core Capability Activity Configuration Value Proposition Distribution Channel Target Customer • play attractive & win • team management • attractive soccer • stadium • fans (families, etc.) games • event management • 360º event (match, • POS networks • fan groups • brand management • venue management dining, shopping) • club website (+online TV) • companies • video images • ticketing • exclusive VIP lounges • club cable TV channel • event/concert organizers • channel management • VIP relationship • merchandising • mobile phone TV channel • advertisers management • renting out stadium •… •… • video crew •… •… Cost Structure Revenue Model • team & maintenance • Ticket fees & season tickets • infrastructure management • online TV subscription revenues • marketing • revenue sharing cable & mobile phone TV • video • renting out stadium for events • advertising revenues • merchandising revenues
  138. 138. Antonio Fontanini 140 Management tools
  139. 139. Antonio Fontanini 141 Balanced Scorecard #1 Financial performance Financial Perspective measures the tangible outcomes Sustained Shareholder Value from the strategy (Revenues, Costs, …). Productivity Revenue Growth Customer Perspective #2. The customer value proposition Product/Service Attributes Relationship Image Price Quality Time Function Relation Brand defines the source of value (Customer Satisfaction/Loyalty). Internal Business Perspective #3. Strategic processes create Operations Customer Management Processes Management Processes Innovation Processes Regulatory and Social Processes value for customers and shareholders (Quality). Learning & Innovation Perspective #4. Aligned intangible assets drive Human Capital improvement in the strategic Information Capital processes. Organization Capital
  140. 140. Antonio Fontanini 142 EMPOWERMENT Beliefs systems Boundary systems Getting Commitment on big goals Staking out the territory Core values 1 2 Risks to be avoided Business strategy Positioning for tomorrow Getting the job done Strategic Critical uncertainties 4 3 performance variables Internal controls Interactive control systems Diagnostic control systems
  141. 141. Antonio Fontanini 143 Metrics
  142. 142. Antonio Fontanini 144 Metrics INDICES ECONOMICOS FINANCIEROS R.O.E. (Return BDI (Beneficio después de impuestos) / Patrimonio on equity) Neto R.O.I. (Return on EBIT (Beneficio Operativo) / (Patrimonio Neto + investment) Deuda Financiera) R.O.A. (Return EBIT (Beneficio Operativo) / Activos on assets) LEVERAGE Activos / Patrimonio Neto R.O.S. (Return EBIT (Beneficio Operativo) / Facturación on sales) TURNOVER Facturación / Activos EVA BDI-(Coste Cap*Fondos Propios) WACC WD*KD*(1-T)+WE*KE
  143. 143. Antonio Fontanini 145 Metrics
  144. 144. Antonio Fontanini 146 ?
  145. 145. Antonio Fontanini 147 Marketing Strategy Planning Process Narrowing down to focused strategy with quantitative and qualitative screening criteria Customers Needs and other Segmenting Dimensions Targeting & S. Segmentati on Company Mission, Objectives, W. & Resources O. T. Positioning & Competitors Current & Differentiatio n Prospective External Market Environment Technology, Political & Legal, Social & Cultural, Economic 21/10/2009
  146. 146. Antonio Fontanini 148 Strategic fit
  147. 147. Antonio Fontanini 149 DOING THE RIGHT THING (EFFECTIVENESS) AND/OR DOING THE THING RIGHT (EFFICIENCY)
  148. 148. Antonio Fontanini 150 Strategic External Environment The Strategic Inputs Strategic Intent Strategic Mission Management Internal Process Environment Strategy Formulation Strategy Implementation Business-Level Competitive Corporate-Level Corporate Structure Strategic Actions Strategy Dynamics Strategy Governance & Control Acquisitions & Global Cooperative Strategic Entrepreneurship Restructuring Strategy Strategies Leadership & Innovation Outcomes Strategic Strategic Competitiveness Above Average Feedback Returns
  149. 149. Antonio Fontanini 151
  150. 150. Antonio Fontanini 152 think outside-of-the box
  151. 151. Antonio Fontanini 153 Innovation business model innovation product & service innovation process innovation technology innovation
  152. 152. Antonio Fontanini 154 business model innovation
  153. 153. Antonio Fontanini 155 product & service innovation
  154. 154. Antonio Fontanini 156 process innovation
  155. 155. Antonio Fontanini 157 technology innovation
  156. 156. Antonio Fontanini 158 Learn! personalization
  157. 157. Antonio Fontanini 159
  158. 158. New stakeholders Antonio Fontanini 160 Customers Customers Customers Government, Regulators, Environmentalists Partners, Suppliers, Financiers, Trade Unions Employees, Shareholders, Internet (Karma) Customers Customers
  159. 159. Antonio Fontanini 161 Getting stakeholders trust
  160. 160. Antonio Fontanini 162 Transparency GLOBAL ECONOMY
  161. 161. Antonio Fontanini 163
  162. 162. Antonio Fontanini 164 Products custom centered
  163. 163. Antonio Fontanini 165
  164. 164. Antonio Fontanini 166
  165. 165. Antonio Fontanini 167
  166. 166. Antonio Fontanini 169
  167. 167. Antonio Fontanini 170 Agenda 1. We live hard times (but great) 2. The best Institution the best professors/colleagues a 360º vision 3. To be excellent managers and entrepeneurs 4. … and even better persons.
  168. 168. Antonio Fontanini 171
  169. 169. Antonio Fontanini 172 Leadership
  170. 170. Antonio Fontanini 173 BRANDson
  171. 171. LEADERS? Antonio Fontanini 174
  172. 172. Antonio Fontanini 175 GLOBAL ENVIRONMENTALISM WangariMaathai Kenia, NP 2004 Arundhati Roy Al Gore What have in common?
  173. 173. LEADERS? Antonio Fontanini 176
  174. 174. Antonio Fontanini 177
  175. 175. Antonio Fontanini 178 change is the process by which the future invades our lives -> Alvin Toffler
  176. 176. FAILURE AS A LEARNING TOOL Antonio Fontanini 179 Thomas Watson, IBM story - A young Manager decidedaninvestmentof 100M$ whichwentwrong; - He wrote a letterofresignation he handedto Mr. Watson; - He askedfor: “Why do youwanttoleave? Wehavejustinvested 100M$ in youreducation!”
  177. 177. Antonio Fontanini 180
  178. 178. THE IDEO BUSINESS CASE Antonio Fontanini 181 FAIL OFTEN TO SUCCEED SOONER - Innovativeorganization - Playfulexperimentation - Todeveloptrulyinnovativeproducts - Culture aroundprototyping: rough, rapidandright (3 R`s) - Enlightenedtrialand error - Celebratefailure as learningopportunities (like in 3M) - Playfulatmospherewith flat hierarchies and no fear.
  179. 179. Antonio Fontanini 182
  180. 180. Antonio Fontanini 183 Our People are our strategy
  181. 181. Antonio Fontanini 184 There is a story beyond any person
  182. 182. Antonio Fontanini 185 Imagine you got your EOI title Are you going to look for a job? Do you have a good CV? Do you have a rich uncle? Are you in Linkedin? Are you married with a very rich buddy? OR do you want …
  183. 183. Antonio Fontanini 186
  184. 184. Antonio Fontanini 187
  185. 185. Antonio Fontanini 188
  186. 186. Antonio Fontanini 189 + 42.000 videosfrom201countries 4,5 millionpeoplevoted Theygenerated6.000news Worldwide Media coverageof80 million USD
  187. 187. Antonio Fontanini 190 DOING WELL BY DOING GOOD
  188. 188. Antonio Fontanini 191
  189. 189. Antonio Fontanini 193 PLAYING FOR CHANGE ConnecttheHumanitythrough music by providingresourcestomusiciansandtheircommunitiesallaroundthe World. Theymake film series andsongstopromotetheirmessageandfoundation, thankstoitsuniquenessand universal values. -Theytakesomething universal andattractive: The Music.
- Theyasktheirend-userstoperformwell-knownsongs.
- Theymakeanoutstandingand original productwithit.
- They use viralityand digital media topromoteit.
- Theyget a lotoftraffic in theirwebpage http://www.playingforchange.com/ http://www.youtube.com/watch?v=YC-LBpqa9EY
  190. 190. Antonio Fontanini 195
  191. 191. Antonio Fontanini 196 Unlearn
  192. 192. Antonio Fontanini 197 ERIC SCHMIDT, GOOGLE CEO AT CARNEGIE MELLON MAY 17TH, 2009 112TH COMMENCEMENT CEREMONY "Wegotournewsfromnewspapers, yourgenerationgetsitfrom blogs andtweets, andforthoseofyouwhodon‟t know, that‟snotwhatyouhear in zoos". “Wethought „friend‟ is a noun, youthinkit‟s a verb.” “Youcannot plan innovation. Youcannot plan invention. Allyou can do istryveryhardto be at theright place and be ready" “How shouldyoubehave? Well, do things in a group. Don‟t do things by yourself. Groups are stronger, groups are faster. Noneofusis as smart as allofus.” “You‟llfindtodayisthe best chance youhavetostartbeingunreasonable, todemandexcellence, to drive change, tomakeeverythinghappen.”
  193. 193. Antonio Fontanini 199 antonio.fontanini@gmail.com
  194. 194. Antonio Fontanini 200 THANKS Images, slides, Inspiration, etc. Flickr, Youtube Slideshare.net Blog de Enrique Dans Manuel Alonso Coto “BlendedMktg” IE Blog multimedia Blog de Seth Godin Techcrunch
  195. 195. Antonio Fontanini 201 ¿ANY QUESTION?
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