With a risk-taking and boundary-breaking entrepreneurial foundation, we are University that looks to the future and makes things happen. Everything we stand for and everything we do, from the tip-top quality of our forward-thinking professors to the crisp, up-to-date content of our programs, is designed to take you all the way to your ambition’s door. Key in hand.

19.00 – 19.20 Welcome word and IE Programs presentation by Victoria Susakova, International Development Director for Eastern Europe & Central Asia and IE Master in Management alumna

19.20 – 20.20 Masterclass Global Competition in a Multipolar World: Rediscovering the Spirit of The Silk Road by IE professor Fernando Cortiñas

Today’s globalization is forcing managers to think about the world as “one market. At the same time governments are becoming key players in supporting “national champions”, and competition is being held far beyond the notion of “nation states”. What happens now - trading blocks are becoming “a must” to compete nowadays.

During the master class, we will understand that “Silk Road” was a physical communication network linking the East and the West since 2,600 year ago. We will learn about its origins, evolution and decline. Then we will move to our days and talk about the OBOR initiative: a 900 Billion Euros project that China is committing to build a 21st- century New Silk Road. The purpose is to strengthen the links between China and Europe, and Asia. But, in the end, it could be an attractive name to describe the attempt of China to become the number one power at global level by 2050. We will explore the new world economic order and see how the economic gravity center of the world is moving from the “North Atlantic” corridor to the “Pacific” corridor. In addition, we will describe the most significant trading blocks and market areas. During the session, we will recapture the past in order to look confidently toward the future.

Professor Cortiñas is currently a consultant and Professor of Marketing at IE Business School. He was a Director of Market Development at the Global Security & Health Unit of Telefonica Digital, with responsibilities over more than 20 countries in America, and prior to that he was the Head of the Government & Health Sector at Telefonica Empresas America, covering clients in 15 countries in the LatAm region. Professor Cortiñas has an extensive inernational experience, holds an MBA from Harvard Business School. He has been teaching continually at IE since 1992. During these last 18 years, he has taught different courses in the field of marketing, mainly International Marketing, Marketing Strategy & Planning, Marketing & New Technologies, and Marketing for Telco & Digital Business

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Global Competition in a Multipolar World: Rediscovering the Spirit of The Silk Road

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