IMD International

IMD Business Forum - Madrid, May 26, 2010

  What do Customers Really Want - Madrid

IMD and the IMD Alumni Club of Spain are pleased to invite you to a Business Forum in Madrid on Wednesday, May 26, 2010, on the topics

  • Operations and GLOBE within Nestlé and their role in Creating Shared Value; Led by Mr. José Lopez, Executive Vice President, Nestlé S.A.
  • What do Customers Really Want?; Led by Stefan Michel, Professor of Marketing, IMD

Mr. Lopez is responsible for Nestlé's operations worldwide, which includes manufacturing (449 factories), supply chain and operations performance. GLOBE (Global Business Excellence) is Nestlé's effort at streamlining and improving all of Nestlé's processes. Creating Shared Value (CSV) is a fundamental part of Nestlé's way of doing business that focuses on specific areas of the Company's core business activities – namely water, nutrition, and rural development – where value can best be created both for society and shareholders.

Prof. Michel’s major research interests are in marketing strategy, service innovation and pricing.
Prof. Michel will argue that customers are ultimately not interested in the attributes of a service or a product, but in the benefits and values these attributes lead to. The three levels of consumer knowledge are combined to form a simple, hierarchical chain of association:

Attributes to Benefits to Values/Mission

This set of associations is called means-end chain because customers see the service and product and its attributes as a means to an end (values for consumers, mission for business customers). The session shows how creating means-end chains is a very simple yet highly effective tools to gain customer insights. It is helpful for better segmentation, positioning, branding, and innovation management.


Date & Time
Wednesday, May 26, 2010
Forum: 18:00-20:30 followed by a cocktail

18:00 - 18:30: Registration
18:30 - 18:35: Welcome by Ignacio de Benito Secades,
                      President IMD Alumni Club of Spain. 
                      Chairman and CEO, Crisbe Consultores
18:35 - 18:45: IMD Update by Stein Jacobsen, IMD
18:45 - 19:25: "Operations and GLOBE within Nestlé and
                      their role in Creating Shared Value".
                      By Mr. José Lopez, Executive Vice 
                      President, Nestlé S.A.
19:25 - 20:10: "What do Customers Really Want?" by
                      Stefan Michel, Professor of Marketing, IMD
20:10 - 20:30: Q&A on how these two topics complement
20:30:            Cocktail 

Paseo de la Castellana, 259B
Madrid, Spain

Dress Code: Business Casual. Please note that registrations will be made on a first come, first serve basis.

Registration Please click here to register for the event. We hope you will be able to join us.

Amandha Negro Cortes
Itaú Unibanco – Banco Múltiplo S/A
Phone: + 55 11 5029 2939

Tania Naomi Konishi
IMD Market and Event Assistant, Brazil

General Information

What is an IMD Business Forum?

IMD's Business Forums are organized by IMD throughout the world. They gather IMD's Alumni, executives and managers from companies who are members of the IMD Corporate Learning Network as well as top decision makers. Focusing on leadership, management and business issues influencing regional & global development and growth, the Forums are interactive, informative events that will also provide you with great networking opportunities. They create compelling dialogue and provide a platform for cross-industry, high-level debate and discussion. You will discover the exceptional standards we set in executive education.


Leading in a Complex World
Hercules meets Buddha


Your next step

Faculty Bios

Guest Speaker

© 2017 IMD International. All Rights Reserved.