Learn about the analysis of case studies of companies from different sectors to determine the best strategies for adapting to the new digital environment.

  • Start of the course - 13/03/2023

  • Recommended duration 5 weeks

  • Estimated effort - 3 hours/week

  • Language - Spanish

  • Price - Free

  • Certificate - Including

(*) Obtaining the certificate is subject to viewing the 100% of the course contents and passing the evaluations (grade equal to or higher than 69%). 

This course is entirely online. The different units of the course will remain open 24/7 so that each student can complete the course at their own pace. The course "Business Transformation Cases in the New Economy" is open to any participant profile.

Course description

Digital platforms have changed the rules of the game in all sectors of the economy. It is no longer possible to develop a new product, organise the company, attract talent, consider a marketing campaign or serve the consumer without incorporating digital technologies.

When competing in the global economy, companies need to consider the optimal degree of local adaptation and global coordination. The most appropriate strategy depends on the circumstances of each market, the characteristics of the product, and the presence of other competitors.

This course, carried out jointly with ICEX and the Rafael del Pino Foundation, analyses the cases of companies from different sectors to determine the best strategies for adapting to the new digital environment and explores in depth the basic aspects studied in the MOOC "The company in the global digital economy".

Business leaders, professionals from SMEs and family businesses, as well as university graduates will be able to train in the field of business transformation with these courses.

Course structure

  1. Reinventing business in the digital world
  2. The Digital Transformation of Department Stores: Walmart International
  3. Fast fashion and digital transition: Zara
  4. The digital media age: The digital transformation of print media
  5. Digital Media and the Transformation of Traditional Agriculture: The Case of Sub-Saharan Africa

Academic direction of the course

  • Mauro F. Guillén

    D. in Sociology from Yale and in Political Economy from the University of Oviedo. He currently holds the Zandman Chair in International Business Management at the Wharton School of the University of Pennsylvania and was Director of the Lauder Institute of Management & International Studies from 2007 to 2019.

    He is Vice-Chair of the Global Emerging Multinationals Agenda Council at the International Economic Forum and winner of the Pioneer Award from the Aspen Institute. He is also a member of the Board of Trustees of the Instituto Madrileño de Estudios Avanzados en Ciencias Sociales and of the Advisory Board of the Department of Sociology at Princeton University, the School of Applied Finance (Grupo Analistas) and the Research Department of La Caixa.

    He has been a Fellow of the Guggenheim Foundation, the Fullbright Foundation, a Fellow of the Institute for Advanced Study at Princeton and has held the Rafael del Pino Chair. Previously, he was a member of the faculty of the Sloan School at the Massachusetts Institute of Technology.

    He has received several awards: Wharton Core MBA Teaching Award, Wharton Graduate Association Teaching Award, President's Book Award from the Social Science History Association, Gulf Publishing Company Best Paper Award from the Academy of Management and W. Richard Scott Best Paper Award from the American Sociological Association. He is also an Elected Fellow of the Macro Organizational Behavior Society.

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Mauro Guillén