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Why sit around for "green shoots" to appear on infertile land? Wouldn't it be better to sow "fresh seeds" in a different field? María Reig, President of the Reig Capital Group, posed these questions at today's Matins ESADE session, "Business: seeds or shoots".

Reig believes the crisis has its positive side. It has given rise to a new-style consumer, one which has "seen the light" and "learnt to judge what things should be like". On this note, Reig championed certain new strategies making specific reference to the surge in house brand products, which, she highlighted, have "triggered a more demanding consumer who shuns misleading marketing".

According to Reig, entrepreneurs should "milk the opportunity" in order to launch companies and innovative products matching what these consumers have in sight. She deemed it crucial to develop companies "with self-identity" and which tie their services to today's lifestyles. However, she admitted that the main problem still lies in government bureaucracy. "There's too much red tape holding back entrepreneurs from materialising their ideas", she stressed.

Financing with a rewritten rule book

When it comes to financing, Reig is confident that it will return, however with its rule book rewritten. Financing can no longer be controlled solely "by classical financial managers" but will have to integrate and incorporate a wider, "more multifarious, agile and creative" knowledge base.

As for the economic crisis, Maria Reig believes it will drag on, as a "complete overhaul" of the economic model is necessary: "We're in the midst of a change that will lead us to a new form of capitalism, which should be founded on a return to social enterprise".