Blockchain: Aplicaciones actuales y potenciales en el área comercial (online)

Ciclo Marketing Digital

Blockchain: Aplicaciones actuales y potenciales en el área comercial (online)

18/Oct/2021 from 19:00 a 20:00

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En los últimos años, incluso meses, las palabras blockchain, criptomonedas, Bitcoin, etc. han pasado a formar parte de nuestro día a día. Si bien es cierto que la aplicación actual de esta tecnología está más relacionada con el área financiera y con casos de uso vinculados a la eficiencia, no es menos cierto que ya existen aplicaciones en el ámbito de negocio y más comercial. En la sesión que proponemos nos adentraremos en el mundo DLT y blockchain, entendiendo sus fundamentales, explicando conceptos básicos que nos sirvan para posteriormente introducirnos en ejemplos de actuales aplicaciones al ámbito de negocio y la (más que posible) evolución de esta nueva revolución que es la Web 3.0.

Ponente
Prof. Luis Ferrándiz, Dirección Comercial, IESE

 

Speakers

  • Luis-Ferrándiz-PA.jpg

    Professor of the Practice of Management of Marketing

    Luis Ferrándiz has a degree in Economics and Business Administration from the UAM and is MBA from IESE (1998).

    He has been linked to the internet industry and digital business for over 20 years. Focused on transformation, creation and implementation of digital strategies, he has developed his professional career having advised large organizations from a wide variety of industries both at national and international level.

    His professional experience started as an intern at Bain & Co. but soon went on to SC Johnson Wax, FMCG market, where he worked in Sales and Marketing Departments. In 2000, at the edge of digital revolution, he joins Yahoo! to lead the company´s Commercial department in Spain. After living the first boost of .com era, Luis enters Telefónica Publicidad e Información (Yellow Pages) as Business Development Director in charge of launching online-offline initiatives. In 2006 he launched his own digital project, a company called ADN which becomes a reference in Spanish market specialized in digital transformation, digital marketing and digital innovation. In January 2015, ADN is acquired by KPMG, where Luis led the integration and creation of Digital Services unit. In 2017, he joins McKinsey & Co. in charge of Digital McKinsey in Spain and Portugal. At McKinsey he developed and built the digital unit and led and took part on several Digital Transformation programs in Spain, Portugal, Argentina and Peru for large multinationals from a variety of industries: Banking, Insurance, Retail, Fashion, Travel, Infrastructure, Utilities and FMCG. His expertise focuses on levers like Digital Strategy, Agile @Scale Organizations, Digital Marketing and Sales or Innovation initiatives.

    In the academic field, Luis is a professor at IESE Business School and is author of several white papers and articles related to Digital Transformation and Digital Marketing and Sales.

    Following his entrepreneurial path, Luis is president at BMind-Jakala, leading company in the digital marketing and sales area, as well as Senior Advisor for several multinational companies and mentor at Endeavor (one of the largest digital accelerators).