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Trends in Sports and Culture

12/06/2008 (dd/mm/yyyy) | Barcelona


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The session was opened by Carlos Losada, Director General of ESADE, who characterised innovation as ‘the central variable that explains why some are more advanced than others’, and Manuel Carreras, President of SportCultura Barcelona, who described the main lines of action undertaken by his association - which is supported by Juan Antonio Samaranch, who was also present - to promote sports and culture. 

Emili Risques, General Manager of Asics, was the first speaker. Mr. Risques explained the key factors that have allowed the brand to consolidate itself in the market, in particular ‘the importance of understanding the culture of the firm’, whose name is an acronym of the Latin phrase anima sana in corpore sano, which translates to ‘a sound mind in a sound body’. After offering an overview of the company and its origins, Mr. Risques focused on the case of Spain. Until 2005, Asics did not have its own subsidiary in the country, and the products were sold through various distributors. 

Turning his attention to the company’s strategy, Mr. Risques pointed out that it would be unfeasible and ‘absurd’ to follow the example of Nike or Adidas. Instead, Asics has positioned itself in categories such as running shoes, sportswear, tennis and paddle tennis shoes, and indoor court shoes. He highlighted some of Asics’ initiatives to promote its brand among runners (original obstacle-course races) and women (women-only races). 

The next lectures were given by representatives of two companies that have helped to make the bicycle Barcelona’s most popular mode of transportation. The first speaker, Antoni Roig, began by describing BSM Barcelona (Bicing), where he serves as Mobility Area Director: ‘We are a company that wants to keep improving.’ He explained that Bicing signed a contract in January 2007, and that 150,000 riders now use the company’s 6,000 bicycles, which are available at 400 different stations. In the eyes of Bicing, Mr. Roig explained, the client ‘is not just a client, but rather a citizen who perceives our service as a public service’. In the opinion of Mr. Roig, the innovative component of Bicing’s business is ‘this bicycle service concept - which, by the way, is not new - and the idea of a young product that needs to be stabilised at all levels, including the technological level, through R&D and logistics’.

The next speaker was Pere Cahué, founder of Probike, the only store in the centre of a large Spanish city to dedicate so much space to bicycles. The key to his company’s success, he said, was ‘having had good timing and considering bicycles a fundamental part of our lives’. The popularisation of mountain bikes, he said, has contributed to ‘a segmentation that has had an influence on the culture, with riders falling into various categories, ranging from the urbanite to the family that goes for bike rides on the weekends.’ In reference to the growth of bicycles as a mode of transportation, Mr. Cahué said: ‘It is an honour to live in a place where the city council and the riders’ associations have worked so hard.’ 

The second half of the conference began with a lecture by Amadeu Abril, Lecturer in the Department of Public Law at ESADE. Combining interesting observations with touches of humour, Mr. Abril explored the links between culture, sports and the Internet. In particular, he discussed the idea of ‘Web 2.0’ and the web as a platform for creativity, the distribution of information, and collaboration between service users. He also explored the reasons why young people use sites like MySpace and Facebook: ‘They sign up because they expect a certain reciprocity, as a means of building their identity, because of the perception of efficacy, and because of the feeling of community that they create.’ Turning his attention to the world of sports, he highlighted the need to ‘structure and strengthen the sports networks on the Internet’. 

The last speaker at the conference was Anne Lise Kjaer, Trend Forecaster, Founder and Director of Kjaer Global UK, who presented ‘a series of tools for thinking a little differently about the future’. In her in-depth analysis of the evolution of society, Ms. Kjaer noted that ‘the values of consumers are changing’. During her analysis of trends, she discussed the figure of the ‘emotional consumer’ - football supporters, for example - and highlighted the contrasts between people who worry about their health and more indulgent people who undergo cosmetic surgery in order to improve their appearance. According to Ms. Kjaer, in terms of the main trends, this scenario reflects ‘a polarised society made up of a mosaic of tribes with different lifestyles and individuals who share a series of values’. 



Programme:

Conference: Innovation and Trends in Sports and Culture
 

In collaboration with SportCultura Barcelona, the ESADE Alumni Sports Management Club is organising a conference aimed at gaining insights into innovative management in two areas that have grown increasingly close: sports and culture.

When you climb a hill, the view is very different. Your perceptions change and you can better understand - and enjoy - the landscape.

You are invited to ‘climb a hill’ for a morning to explore and interpret some of the worldwide innovation trends in sports and culture.

We will look at the intersection of four different worlds: sports, culture, business management and innovation.

Our goal is to gain insights into innovative management in two areas that have grown increasingly close: sports and culture.

Rest assured that, when you come down from the ‘hill’, you will enjoy a deeper understanding of the landscape.

 

Programme:


8.30 am Registration


9.00 am Welcome address

Carlos Losada, Director General of ESADE
Juan Antonio Samaranch, Honorary President of SportCultura Barcelona
Manuel Carreras, President of SportCultura Barcelona


9.15 am The Case of Asics

Moderator: Valentí Giró, President of the ESADE Alumni Sports Management Club
Emili Risques, General Manager of Asics


10.00 am Two Case Studies on Mobility

Moderator: Enric Enrich, Partner at Enrich Advocats
Antoni Roig, Mobility Area Director at BSM Barcelona (Bicing)
Pere Cahué, Founder of PROBIKE


11.00 am Coffee break


11.30 am Social Networks Applied to Culture

Moderator: Lluís Martínez-Ribes, Associate Professor at ESADE
Amadeu Abril, Lecturer in the Department of Public Law at ESADE


12.30 pm Future Trends

Moderator: Lluís Martínez-Ribes, Associate Professor at ESADE
Anne Lise Kjaer, Trend Forecaster, Founder and Director of Kjaer Global UK


1.30 pm Conclusions and closing address

Lluís Martínez-Ribes, Associate Professor at ESADE


Spanish wine will be served after the conference.


Organising Committee

Rocío de Aguilera: Executive Secretary General of SportCultura Barcelona
www.sportculturabarcelona.com
Enric Enrich: Partner at Enrich Advocats
www.copyrait.com
Lluís Martínez-Ribes: Associate Professor in the Department of Marketing Management at ESADE
www.esade.edu
Valentí Giró: President of the ESADE Alumni Sports Management Club
www.esadealumni.com

 


Price for members of ESADE Alumni or SportCultura Barcelona: 45 euros
Price for non-members: 90 euros



More information:



Tel +34 934 143 301
Fax: +34 934 140 805
info@scbcn.com

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