Do you want to know more about the ESCP MBA in International Management? Our MBA alumnus Andres Anaya tells us about his experiences in the following interview.

Andres, Thank you very much for these interesting insights!


1. Can you tell us a little about yourself and your background?

My name is Andres Anaya, I come from Mexico and I am 29 years old. I graduated from university back in 2013 as a Mechanical and Industrial Engineering. I moved to Brazil after graduation to work as a junior engineer in a machine manufacturing company for a year. In mid-2015 I moved back to Mexico to work as an operations and strategy consultant until 2018, when I decided to go back to school and start an MBA.


2. Why did you choose to do an MBA? Did you have specific goals or a general idea of how you wanted to evolve?

I chose to do an MBA because I was looking to complement my engineering background with a holistic view of how businesses work.
As a consultant, I got to work on the operations side of businesses, identifying daily problems and coming up with useful and innovative processes and tools to overcome them. But I also wanted to be trained and taught to have a more comprehensive view of the companies I worked with, to make sure that the solutions I came up with were completely in line with what the company and its people were trying to achieve.
In simple words, I wanted to make sure I was looking at the trees, but also at the whole forest.


3. Why did you choose the ESCP MBA in International Management specifically?

At the beginning I was going to look for an MBA in Mexico, but then realised that I should open my horizon to new possibilities and use this opportunity to get more international exposure as I completed my studies.
I started to research some schools in Europe and came across a business school that offered almost 200 years of experience educating and forming business professionals, with a new MBA programme that showed “International Management” in the name. These things caught my eye and I thought that this programme could be what I was looking for.
I chose the MBA in International Management from ESCP because it offered the international environment and exposure that I was looking for and the reputation to back it up. Offering the possibility to study in different countries with an excellent network of teachers and alumni to rely on, and a programme of classes and projects that were in line to what I was expecting from an MBA: active participation is expected and encouraged, with multidisciplinary projects, and classmates from all over the world.


4. You chose to study a third semester and take the ESCP MBA in International Management Thesis Track at the Berlin campus. Could you tell us what motivated you to take part in this Track?

I chose to do the thesis track at the Berlin campus for three reasons:
First, I saw the opportunity to study in depth a topic I am really passionate about and interested in, and contribute to it with the right guidance of one of the best teachers in the programme.
Second, as I was very interested in working and living in Berlin, I saw this as an opportunity to have formal recognition of my studies from Germany, on top of the already reputable French degree, which I believe to be value added to my degree and profile.
Third, as a non-European, it would help me get a visa that would allow me to live and work in Germany.

5. Would you recommend this option to future ESCP MBA students? In what ways has it helped you achieve your goals?

I would definitely recommend the thesis track to future MBA students who are looking to “put the cherry on top” of the MBA programme. It will give students the extra time needed to contribute to the academic world about a topic of interest to them.
Some students use it to even contribute to a company or industry of their interest, which will most likely help them to stand out and land the job of their dreams.
In my personal experience, thanks to the thesis track I managed to secure the job that I wanted, in the city I wanted, with great growth prospects, amazing new experiences and people that are currently helping me develop into the professional I envision to become.

6. Can you share with us a memorable experience that happened during your MBA that had a significant and lasting impact on your life, professional or personal?

For me, the most memorable experience about the MBA is not a specific event, but the people I was lucky to meet.
In my experience, the people I got to enjoy this amazing experience with were the best thing about the programme. I learned something from every single one of them. I am talking about my classmates, my teachers, the administration and everyone I got to work with during the professional projects.
Every single person taught me something worth remembering, and I am very grateful to have had the opportunity to be exposed to such a diverse and interesting cohort, and to call them my friends.

7. Could you tell us what the most difficult challenge was that you had to face during the year?

Funnily enough, I would also have to say the people. The most memorable experience for me was meeting people from all over the world with different ways of perceiving themselves and everyone around them. That was also the greatest challenge.
Working with such a diverse group of individuals will always cause natural frictions due to the differences that we all had to overcome to be able to work together and achieve our goals.

8. What were the main takeaways from your year as a student of the MBA in International Management at ESCP? Where they the ones you were expecting, or were there some surprises?

The main takeaway I got from my experience studying an MBA in ESCP was the ability I developed to work with people that may be completely different from me. Understanding those differences, what drives them, and actually converting them into strengths instead of obstacles will be the most significant takeaway of my year.
I will also mention my courses and professors, because I actually learned a lot during my time in the classroom. Participation is key, and our professors always encouraged us to give our opinions, and to not be afraid to disagree, even with them, while always being open to listening and understanding different points of view.
Everything I learned about finance, strategy and leadership will be tools and weapons I will leverage throughout my professional career to develop further and help others around me grow, in order to achieve personal and common goals within a company.

9. And finally, what types of candidates do you think should apply to this particular programme and for the Thesis Track, and what would be your advice to these future applicants?

In my opinion, I think that people who are looking to further boost their careers are excellent candidates, but also people who are looking to make a shift in their careers, who want to explore new possibilities and people looking for a real challenge that will demand a lot from them, physically and intellectually. They have to be driven and willing to change, because when you finally finish the programme, you will not be the same person as the one who sat in the classroom for the first time.
My advice would be to understand that this is not an easy programme, and that this programme does not guarantee future success. What this MBA provides is an environment that allows you to grow and develop, but the results depend on each participant. Use everything the programme has to offer, leverage the teachers, the facilities, the classmates, the network, the counselling, and everything around you to create a better version of yourself, and use that to build the future you want for yourself.

 

 

 

 

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The two new specialized Master programmes, Sustainability Entrepreneurship & Innovation and Strategy & Digital Business, have recently been accredited by the Akkreditierungsrat (Accreditation Council). Both full-time programmes aim to offer timely, new approaches to the intertwined ways in which sustainability entrepreneurship, strategy and digital business are undertaken respectively. As such, they also embody the key innovative areas of the school. Leaving behind business as usual and strengthening digital literacy while benefiting from ESCP’s cross-cultural learning experience, they offer innovative possibilities for a new generation of students. With the support of the accreditation agency ACQUIN, both programmes proved their potential and met the high educational standards set out by the Hochschulrektorenkonferenz and ensured by the accreditors. The accreditations are valid from 1 May 2020 until 30 April 2028. Further details can be accessed through the Akkreditierungsdatenbank.

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In recent years, Italian companies have embarked upon a process of international development aimed at tapping into new markets, especially in Asia, and many Food and Beverage firms are in the forefront of that expansion.

One of the Alumni of ESCP Business School has played a key role in that growth: Pietro Luigi Ghigo, Master in Management Alumnus, Class of 2009, Turin / London / Paris track, is now Asia Regional Sales Manager at Lavazza.

He represents all that is best about ESCP, its strong link with China, and the advantages of the inherent DNA of Turin Campus in the Food and Beverage sector. In fact, one of the major academic areas of the Turin Campus is F&B with both the specialised Master in International Food and Beverage Management and the new Master in Management's Specialisation in Food and Beverage Management.

Adding to that is the strong link between ESCP and China and the rising number of students from Asia. ESCP is part of TOChina Hub, an integrated knowledge hub established by Università degli Studi di Torino, ESCP Turin Campus & T.wai - Torino World Affairs Institute. Every year, the TOChina Hub, in partnership with Peking University, promotes the summer course ChinaMed Business Program.

We spoke virtually with Pietro, who is based in Shanghai, about his career and how what he learned at ESCP helped him to achieve his goals. Over his professional life from his graduation to his experience in L’Oréal and Google and, today, in Lavazza, he has gained a unique combination of expertise and skills.

Pietro shared with us the current challenges that the F&B industry is facing as result of the COVID-19 crisis and his insights into the future trends of the sector.

Can you tell us more about your career, your current position and the upcoming challenges you’re facing at Lavazza?

MIM gave me the opportunity to experience as many different sectors as I could. I decided to enrich my CV with internships in fields of excellence in each country: consultancy (Accenture) in Milan, M&A (Morgan Stanley) in London and Marketing (L’Oréal) in Paris, with a 3-month stint in the States working in a film-financing firm in Hollywood. After my internships I worked for more than five years in L’Oréal and one year in Google in the European HQ in Dublin.

Lavazza then invited me to take part in a new project, which involved identifying and exploiting opportunities abroad, through Route to Market optimizations. In the first year I managed projects in Benelux, Japan, Hong Kong, South Korea, China and Canada. Since 2018 I’ve been based in Shanghai, first in Business development in Asia, then as Head of China, now as Regional Sales Manager Asia, managing nine countries in the region. At the beginning of this year we opened the first Lavazza flagship store in Shanghai (the second in the world, after the one in Milan) in partnership with YUM China. In the upcoming years my focus will surely be on this project along with trying to exploit other opportunities in Asia.

Lavazza flagship store in Shanghai

 

How did the COVID-19 crisis impact business?

In this emergency phase, which has lasted for five months in China, the methods of purchase and consumption have definitely changed. The operators in the sector have had to adapt their offers and products to a consumer who has less purchasing power and is less inclined to spend. There was an inevitable switch of focus to online business with activities to compensate for the lack of traffic and consumption on the offline channel, and to try to increase the frequency of purchase. For this sector, one of the biggest impacts is clearly related to travel restrictions and there is no visibility on when the situation will stabilize. One example above all, this year more than 500 million Chinese will not travel and consume, and countries like Italy will have to find ways to create internal demand.

What is your view on the future trends of the F&B sector?

The question to ask is how much the new modes of consumption, born because of COVID, will sediment; when and if everything will return as before. Now there are no predictive models in this sense and therefore remains unknown. One of the most recent visible trends in China has therefore been the growth of large groups, to the detriment of smaller companies. In the past few months, the small businesses have suffered the most, having to close in many cases. Entrepreneurship, new ideas, new services will allow small businesses to grow when there will be more stability and security, satisfying everyone's great desire for redemption and "renaissance".

In your opinion, what are the qualities required to succeed in a career in the F&B industry and in the Asian market?

I believe that to succeed in a career, no matter in which sector, passion is a mandatory requirement. Passion cannot be created or studied. Passion is born from the perfect match between your own interests and your work. Specifically, for the F&B sector, in addition to passion, I think that creativity, consistency in quality and being able to recognize and anticipate trends are qualities needed to succeed. In Asia, in my experience, the most stimulating challenges are related to the speed of change and adaptation to the cultural diversity of each country.

Pietro Luigi Ghigo

How did what you learned at ESCP help you to achieve your goals?

ESCP has allowed me to enter an international and multicultural dimension, giving me different and broader perspectives. What you get from ESCP is not only a high-level education, but something more that is equally important in achieving your goals. The group of classmates represented a new family and a solid network base, a fundamental asset in achieving professional goals. The school, on the other hand, helped and supported me not only during my master's degree, in the search for internships, but also later in the search for new professional stimuli.

What's next for you?

In the last ten years I have worked for three large companies, covering nine different positions, in eight countries. To date, however, my life is in Shanghai, and my focus is on the partnership with YUM China for the development of the Lavazza coffee shop in China. In addition, I am working to enlarge our presence in other countries of my Region.

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Romolo Ganzerli, ESCP Alumnus and MammaPack co-founder

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MIM Alumnus Romolo Ganzerli recognized in the Italian #forbesunder30

Forbes Italia has released its annual “100 Under 30” list. We are delighted to see among these young disruptors ESCP Alumnus Romolo Ganzerli, cofounder of MammaPack, in the Retail category. He has been selected as one of the young leaders who are on the fast track for rethinking our relationship with e-commerce.

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Matteo Frescobaldi is among the Italian #forbesunder30, ESCP alumnus and 30th generation of a family firm with 700 years of history

Matteo, Master in European Business alumnus, class of 2012, is the youngest member of the thirtieth generation of Marchesi de Frescobaldi, a family firm with seven hundred years of history.

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ESCP Master in International Food and Beverage Management has been ranked  2nd worldwide

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ESCP ranks 2nd worldwide in Eduniversal Ranking of the Best Masters in Food and Beverage Management

For its first participation in this ranking, the ESCP Master in International Food and Beverage Management programme has been ranked 1st in Europe.

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About Food ESCP student society

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Encounter the flavours of the F&B industry with the new About Food society

One of the key academic areas of the ESCP Turin Campus is Food and Beverage Management. The About Food Society was created by students to give extra opportunities to better understand this vibrant sector.

ESCP Alumni, Carla Ferrari and Gennaro Generoso, opened Uagliò

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Two ESCP Alumni have given life to their first dream street food startup: Uagliò

A few months ago, two ESCP Alumni, Carla Ferrari and Gennaro Generoso, opened Uagliò, a new concept for a Neapolitan pizzeria, where customers can sit and watch the pizzas being made with only the best ingredients.

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"Identity. Innovation. Impact. How to create a better future in the context of a profound crisis?" is the next edition of Beyond Covid-19 Inspiration for Change Webinar Series. 

These are tough times for organizations:
The context is more difficult, complex and uncertain than ever before and at the same time most organizations are struggling with their own dysfunctionality.
In the light of the current crisis, employees need a holding environment from their companies while customers value companies that are innovative. Identity is the key to creating hold and orientation and to delivering better and more impactful strategies, products and experiences.
In this webinar, you will learn how to leverage the power of identity to accelerate innovation and how to create a sustainable future for your organization.

This masterclass on July 1st at 6pm will be hosted by branding expert and ESCP Affiliate Professor Marc Sasserath.

Join us to learn more!

Our speaker:
Marc Sasserath is Affiliate Professor for Innovation & Entrepreneurship with a focus on entrepreneurial branding and cultural transformation and is lecturing in Paris and in Berlin. Prof. Sasserath is Founder & CEO of sasserath+ group – a group of identity driven growth consultancies like Sasserath Munzinger Plus, a brand, culture and innovation consultancy, SK+ Sasserath Kienbaum Plus, a culture of innovation firm and Sasserath x Mutabor which brings together strategy and design.

Location

Organiser: ESCP

Online - Worldwide

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Date

Start date: 01/07/2020

Start time: 6:00 PM

End time: 7:00 PM

ESCP students and alumni were invited to join the Spring series of the Highered Careers Fairs series, which had its finalé event on 5th June. 

ESCP joined over 100 international schools in registering for the event run under the auspices of the EFMD Global Network. The initiative included 12 virtual career fairs across 5 sector-specific industries in 2 major geographical regions (EMEA and APAC) and a series of special events and panels including a series closing Deans’ Talk featuring Prof. Simon Mercado, Dean of ESCP Business School’s London Campus.  

The registration for ESCP Business School was initiated and sponsored by ESCP London Campus and its Careers Services with event access for ESCP students on all ESCP campuses. Over 1,000 students attended and made more than 2,000 applications to companies associated with EFMD.  

Reflecting on the event and its Covid-19 context, Professor Mercado commented:

“The EFMD Highered event is a sector leading initiative that is vital to graduate placement opportunities in these difficult times. ESCP has been delighted to join leading schools and companies as a partner for this cutting-edge event.” 

Maria Tsianti, Head of Careers and Student Services at ESCP London Campus shared: 

“This has been yet another successful event run in collaboration with EFMD and HigherEd. Under these unprecedented circumstances, hundreds of our students benefited greatly by being able to connect with all the amazing companies EFMD brought together online!” 


Further information 

  • Watch all parts of the conference here  
  • Watch the recorded session of The Deans' Talk (starting time: 2m30s) here 

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The new normal is shifting beauty into a spiritually intrinsic need.

By Aasit Thakkar

Each December, Pantone unveils its Colour of the Year, setting off a wave of global events that shape product development and consumer behaviour in the beauty industry. Last year’s Colour of the Year, Living Coral, inspired seven “must-have” shades for Maybelline’s Colour Sensational lipstick line-up; however, the 2020 pandemic has left beauty with a different story. Social distancing is unplugging people from pre-determined social wants and into their very own intrinsic needs for beauty.

Beauty has become more about feeling good than looking good. With the landscape shifting to a new normal, people are turning to beauty to get a grip over anxiety and the uncertainty of the future. One consumer remarked: “Perfume is an old friend … to get me through these strange days,”(1) while TIME editor Leah Chernikoff reasoned: “…those who have stuck to their pre-pandemic makeup and skincare routines aren’t necessarily acting out of vanity. They may just be trying to feel sane.”(2)
 

“In a seemingly uncontrollable world, beauty triggers a sense of control.”


In a seemingly uncontrollable world, beauty triggers a sense of control. In a recent press release sent to Allure, Pinterest has pointed out a 417 per cent surge in searches for “home haircut” (3). The data reinforces Estée Lauder chairman Leonard Lauder’s Lipstick Index, which claimed a positive correlation with economic downturn and lipstick sales during the 2000 US Recession. These findings highlight consumers’ fundamental need for beauty in times of uncertainty.      

Beauty is also proving to be a means of self-discovery. As quarantine life carries into the summer, at-home tanning and new fragrances will enable consumers to emotionally cope with another season in lock-down. As one tan enthusiast affirms, “Tan takes us emotionally and psychologically to a happy place. It reminds us of honeymoons, holidays, hot summer days, and long-lasting memories of special occasions.” (4)

Moreover, beauty is being acknowledged as an empowering resource. Prior to the crisis, social acceptance and etiquette made individuals risk averse to beauty experimentation. However, the quarantine has created a perfect safe space to cultivate exploration and discovery that is being embraced. In her editorial for Allure “Why So Many People Are Making Big Hair Changes During Quarantine”, Jessica Defino remarks that, “maybe it’s a chance to separate our own ideals from society’s ideals” (5).  Social distancing and working from home has compelled individuals to rule out social norms and go on their own journeys with beauty. Consumers are leaning into an untapped age of experimentation which creates commercial opportunities for the industry, even at home. For example, one influencer remarks that she crafted a “‘Friday-night glam’ smokey eye just to sit on the couch.” (6)
 

“The quarantine is offering new perspectives and opportunities for creativity marketing”


The quarantine is offering new perspectives and opportunities for creativity marketing within the beauty industry, but the current period of uncertainty has also caused brands to lose sales; Unilever has witnessed a decline in the sales of deodorant due to social distancing (7). Marketing communications should leverage the holistic value of their offerings to counteract lower sales by promoting the benefits of continued product use not only for personal hygiene, but for psychological well-being too. Beauty as a testament to normalcy is vital during this transition to a new normal. As explained by one consumer, “hanging on to any ounce of the way things used to be has kept me optimistic” (8). Strengthening the emotional experience behind products can prove to be strategic. As Facebook and Twitter have recently announced that they will let staff work from home permanently, the need for such intrinsic emotional “experiences” will likely rise. 

Emotional empowerment will also be key in the consumer’s journey of self-discovery. With much of the world in lockdown, educating consumers on self-managing beauty will have brand value. Focusing on DIY content marketing will empower consumers with a sense of control while keeping them loyal and connected to brands. Color&Co, a DTC hair color brand by L’Oréal, is offering consumers complimentary live consultations with licensed colourists.

As consumers begin the journey into their self-exploration of beauty, brands can best serve consumers with some guidance and direction. They should also drive aspirational DIY though engaging KOL (key opinion leaders) and influencers. According to media outlet Glossy, live streaming driven by KOL has recently boomed on Asian e-tailor Taobao by a staggering 719 per cent (9). The future of content marketing, live streaming is becoming increasingly valuable as it caters to a basic human need for social connection. These digital face-to-face interactions are important across the consumer journey as they deepen consumer affect, trust, and eventual buy-in. 

While the future of beauty marketing has been largely centred around artificial intelligence from Lush Lens to L’Oréal’s AI powered Perso, it can be argued that emotional intelligence will also have importance in the post-pandemic world. Marketers should firmly realise the value of emotions within the context of the new normal. Beauty is about giving consumers a sense of control during challenging and uncertain times while enabling deep self-exploration. Must-haves will no longer dictate trends; emotions will. Companies will be best served by capitalising on the personalisation and emotionalisation of beauty. 

 

Sources:
1. Butler, Marianne. “Life in Coronavirus Lockdown: How Are My Fellow Perfume Lovers?” Eris Parfums, 13 April 2020, http://www.erisparfums.com/new-blog-1/2020/4/13/life-in-coronavirus-lockdown-how-are-my-fellow-perfume-lovers
2. Chernikoff, Leah. “Why It’s Totally Fine to Wear Makeup During a Pandemic.” TIME, Time USA, 07 April 2020,  https://time.com/5816846/coronavirus-makeup/
3. Defino, Jessica. “Why So Many People Are Making Big Hair Changes During Quarantine.” Allure, Condé Nast, 01 April 2020, https://www.allure.com/story/covid-19-quarantine-hair-makeover
4. Crowther, Tori. “Why My 10+-Year Love Affair With Self-Tanner Hasn’t Stopped While Social Distancing.” POPSUGAR, Group Nine Media, 04 May 2020. https://www.popsugar.com/beauty/self-tan-while-social-distancing-47366504
5. Defino, Jessica. “Why So Many People Are Making Big Hair Changes During Quarantine.” Allure, Condé Nast, 01 April 2020, https://www.allure.com/story/covid-19-quarantine-hair-makeover
6. Valenti, Lauren. “Amid Quarantine, Makeup Artists Are Turning Themselves Into Canvases.” Vogue, Condé Nast, 08 April 2020, https://www.vogue.com/article/makeup-artists-social-distancing
 7. Uttley, Hannah. “Deodorant and shampoo sales slump during Covid-19 lockdown.” The Telegraph, Telegraph Media Group, 23 April 2020, https://www.telegraph.co.uk/business/2020/04/23/unilever-predicts-lasting-change-consumer-behaviour/
 8. Newby, Blake. “Why My Beauty Routine During Social Distancing Is More Important Than Ever.” The Zoe Report, Bustle Digital Group, 08 April 2020, https://www.thezoereport.com/p/why-my-beauty-routine-during-social-distancing-is-more-important-than-ever-22677493
9. Achim, Adina-Laura. “Beauty Trends in the Time of Social Distancing.” Jing Daily, Herlar, 05 May 2020, https://jingdaily.com/beauty-trends-in-the-time-of-social-distancing/

 

 

Aasit is a MSc in Marketing & Creativity student. Feeling inspired by his blog? To follow in his footsteps, check out ESCP Business School and its Marketing & Creativity programmes:

MSc in Marketing & Creativity
Creative London Summer School

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