Two professors from EAE Business School Madrid participate in the Macrorrueda Colombia in Europe

More than 200 Colombian exporters attended the "Macrorrueda Colombia in Europe" organized by ProColombia, an entity of the Ministry of Commerce, Industry and Tourism of the Colombian Government in charge of promoting foreign investment, international tourism, non-mining energy exports and the country's image.

This is the most important trade promotion activity that Colombia carries out in Europe and in which Colombian exporters have had the opportunity to make business appointments, identify and take advantage of opportunities and strategic alliances with around 100 international buyers interested in the exportable offer of exporting companies in the production chains of Agri-Food, Fashion System, Industries 4.0, Metalworking and Other Industries and Chemicals and Life Sciences.

In collaboration with Planeta Formación and Universities, Grupo Planeta's international higher education network, an academic agenda with content of high value and interest for the participants was organized on October 30 and 31 at the NAVE. In addition to Colombian businessmen and potential buyers, there were also ambassadors, diplomats and other special guests.

Two professors from the EAE Business School Madrid Campus, which belongs to Planeta Formación and Universities, participated in these sessions.

On the one hand, Laura Yturriaga Alcocer, Responsible Banking & Sustainability at Banco Santander and professor of the Master in Leadership in Sustainability and Corporate Responsibility at EAE Madrid, participated in the Panel Green Pact: The path towards a global and sustainable market economy.

During her speech, Laura explained that: "banks have a key role to play on the road to sustainability: as financiers of this transition. Financing allocation decisions can favour or penalize certain activities by virtue of their social and environmental commitments. That is why banks have a great responsibility, hence our efforts to integrate ESG criteria into all our decisions and our strategy".

Laura also remarked that "as a bank we have to promote green finance, there is no doubt about it. But our real role is to accompany our clients in their transition, for which we will have to finance precisely this process. We are in the green business and in whatever means a progressive improvement for our customers".

Finally, he concluded: "Economic recovery must be based on sustainability. And, in fact, it is suggested that sustainability marks the beginning of a new stage of growth, in which we not only fight against climate change, but also against hunger and poverty".

On the other hand, Francisco Javier Verdera, Director of Sustainability and Regulatory Affairs at KNOWENCE Consulting and professor of the Master in Sales and Commercial Management at EAE Madrid gave a presentation on 10 years of the Colombia - EU Free Trade Agreement: Main results of its implementation and future opportunities.

The Director explained that the Trade Agreement signed more than ten years ago between the European Union and its members with Colombia, has demonstrated its benefits for both parties, maintaining stable, predictable economic relations and a strong emphasis on economic, social and environmental sustainability. "Colombia has one of the most dynamic industries in South America and a strong country brand. The way to gain market share in Europe is based on networking and differentiation through quality and value, which implies compliance in innovation," he stated.

Verdera also insisted that the recent global trade crises, such as the pandemic and the logistics and supply crisis, have had little effect on our trade and investment relations. "In a scenario in which Europe is looking for reliable partners who share values such as human rights and environmental protection, Colombia stands out among all the nations in the region".

In conclusion, he said that business meetings, such as the one organized by ProColombia in collaboration with EAE Business School Madrid, are an important step towards establishing solid commercial relations between the two regions of the world. However, he insisted on the need to strengthen the implementation of our Trade Agreement with more tangible elements such as increased regulatory and technical intelligence between both parties, as well as collaboration and approximation in terms of standards and regulations.  In this way, Colombia can contribute to the ecological and digital transition that Europe is experiencing and anticipate what will be a global trend in a short time.

In order to prepare these entrepreneurs for the event, the first week of October, there were five online workshops, taught by teachers from Planeta Formación institutions and Universities, on internationalization for the European market, an online training aimed at the 200 Colombian exporters to positively impact their businesses and alliances.

These workshops addressed key business topics, such as sustainability in Europe; optimization of finances for foreign trade in Europe; strategies for positioning a company in the European Union, or business processes in Europe.

These workshops were coordinated by Giuseppe Emanuele, director of the Marketing and Digital Transformation area, and given by experts José Lluch Olmos, from the International University of Valencia, Ahmed Bakri, from EAE Business School Madrid, Jan Jonckheere, from OBS Business School and María Ángeles Ruiz Espeleta, from EAE Business School Barcelona, together with Angharad Collado, from the Iberonex network. With this training, Colombian exporters had a better understanding of the European market and how to innovate in their business to have greater relevance in it.

14 Colombian entrepreneurs visit the Campus of EAE Business School Madrid

Within the context of the Macrorrueda Colombia in Europe, 14 entrepreneurs from Industry 4.0 sectors, attended the Campus of EAE Business School Madrid where they were welcomed by Javier Almazán, Director of EAE Madrid and Carmen Martos, Director of Talent and Drive Innovation Hub of EAE Madrid.

They also had a session with Javier Sirvent, Technology Evangelist, under the title "Nothing will ever be the same again" in which he revealed how the arrival of new devices that are controlled by Artificial Intelligence will immerse us in a personalized reality.

Sirvent explained that artificial intelligence and synthetic biogenetics will change us completely. "We will consume genetically modified and customized food, we will use autonomous vehicles to move around without driving, and logistics, both land and maritime, will also be automated." "This is just the beginning of a technological revolution that will affect all areas and companies."

According to Javier Sirvent the best way to adapt is to merge ideas and sectors, and, above all, to maintain a curious attitude and continue our training constantly.

Finally, the group of entrepreneurs took a tour of the Joaquin Costa Campus of EAE Business School Madrid.