The Association for the Progress of Management (APD), historically considered a fundamental pillar for the prosperity of the Spanish business fabric, combines its social function with global and local challenges that require increasingly agile and collaborative approaches. In this way, that meeting space for managers has now been transformed into a platform for training, advice, support and synergies for companies and managers. Also a reference for the development of leadership models. This is recognized by the president of the association, Laura González Molero, in an interview conducted on the eve of the VII Congress of Directors that Santiago de Compostela will host between November 20 and 21.
How do you imagine the APD in the coming years?
APD’s vision for the future focuses on consolidating our relevance in an increasingly dynamic and challenging business environment. We seek to continue being a benchmark in training and supporting business leaders, helping them face market disruptions and innovate in their business leadership models. Our objectives include strengthening our partner network, which already has more than 3,000 partners in Spain, promoting collaboration between sectors, both public and private, and promoting initiatives and knowledge that promote the transformation of companies.
The APD has had a new general director for a few months now. What does this renewal contribute?
The arrival of Emma Gómez serves to consolidate a new era of APD in which it prepares to navigate a world full of opportunities and challenges, where the ability to adapt and visionary leadership are essential tools. This disruption not only represents a change in leadership, but also a drive towards growth, modernization and innovation, positioning APD as a key player in building a more prosperous and competitive future. All of this drives a strategy, where without innovation and transformation society and the economy could not grow.
What are the main challenges of Spanish brands for their global positioning?
Spanish brands are highly recognized for their quality and innovation, but they still face important challenges in terms of positioning due to globalization and the emergence of new and powerful players, in all sectors. Perception varies by market, and it is essential that companies communicate their values and strengths effectively. In addition, they must adapt to local demands, promote the agility of their processes and establish solid relationships of trust with consumers. Nowadays brands no longer just want customers, they want fans. The difference between success or failure lies in the prescribing capacity of its audiences. At APD, we work to help companies develop brand strategies that highlight their uniqueness and strengths in the global and regional market. After the recent supply crisis we have returned to regionalization. Although we respond to the global market, companies are increasingly reducing the impacts of any new crisis that affects supply chains.
What will be the main themes of the VII Congress of Directors and the objectives of this meeting?
This conference is the annual epicenter of business networking. More than 1,500 managers will attend, who will enjoy talks from more than 50 experts and top-level speakers. Under the title The New Global Company, the congress will focus on topics such as digital transformation, the new leadership model or new brand territories. Our goal is to provide managers with tools and knowledge to navigate a changing business environment. We also want to encourage the exchange of ideas and experiences between leaders from different sectors, which will create synergies and collaborations that drive business development.
How would you encourage managers to attend the conference?
Managers should attend the conference to update themselves on the latest trends and strategies that are shaping the business landscape. We will talk not only about new technologies applicable to the definition of business strategies, but also about attracting and promoting talent, sustainability, competitiveness, ethics… In short, about all the topics that are reflected in the new agenda of CEOs and that are revolutionizing the world of business management. APD offers a unique space for the exchange of experiences and knowledge, where they can effectively connect with other leaders and experts, share experiences and learn from best practices in a collaborative environment.
The uncertain geopolitical moment, war conflicts or the recent DANA test the resilience of companies. How does the APD help in these tasks?
Since the pandemic, the risk maps that we have developed have reached an important level of robustness, far removed from those in the past, but we must continue to pay attention because unplanned risks can arise at any time, as current events teach us. . We live in a scenario of permanent disruption. APD can play a crucial role in supporting companies in developing these plans and providing crisis management training. It is vital that leaders prepare to face unfavorable situations and learn to operate with resilience, adapting their strategies flexibly based on changing circumstances. The objectives of strategic plans for many years to come are increasingly complicated to achieve. Artificial intelligence is redefining business models.
How do you see the ability of Spanish companies to make the most of these innovations?
Spanish companies are in a unique position to take advantage of disruptive technologies, but, without a doubt, we are talking about a technology that most of them will have to embrace if they want to maintain their business viability. The key will be to foster an organizational culture that integrates the greatest number of strategic departments, and that values innovation and flexibility as an investment and an opportunity, not as an expense. At APD we promote continuous training and adaptation to new tools, helping companies to incorporate, for example, generative artificial intelligence in an effective, controlled and safe way in their operations. This not only improves efficiency, but also opens up new business opportunities and improves competitiveness.
Are companies prepared to protect their data and that of their customers?
Cybersecurity is a growing challenge for all companies, which has accelerated since the forced digitalization that we all suffered after the COVID-19 pandemic. Although many are taking steps to protect their data, and are making investments in this regard, the reality is that there is still a lot of work to do. Cybersecurity must be implemented at all levels and sectors, not just among large companies. Data is one of the most valuable assets of any brand, and digital security incidents can lead to a dramatic loss of reputation and trust with their audiences. At APD, we work to raise awareness and train our partners on best practices in cybersecurity. It is essential that companies understand the importance of investing in technology and training to safeguard the sensitive information of their clients and the organization itself.
The generational change is bringing with it a model of leaders and employees with new capabilities, but also with other concerns and expectations. How are companies adapting to this change and what role does APD have in that process?
Companies are recognizing the need to adapt to new workforce expectations. The arrival of more diverse and younger leadership is driving a cultural shift that values collaboration, sustainability and inclusion. Without a doubt, one of the great challenges that companies face today is how to connect effectively with new generations. Collaboration between the private sector and the academic field is a fundamental piece to ensure that young people have the necessary skills to promote economic and social development. Through educational programs that align with market demands, companies can contribute to creating a more competent workforce committed to the future. The ideal formula should involve combining senior talent, which provides experience and professional maturity, with innovation and the proposal of new models for processes driven by young people. The future of companies involves recognizing youth as the engine of economic and social development. APD plays a fundamental role in this process, facilitating the training and development of skills that align leaders with the expectations of the new generations. We want to help business owners and entrepreneurs create an environment that fosters talent and innovation.
What do you consider to be the essential skills and values that today’s leaders must have to respond to the needs of the new generations?
Today’s leaders must possess skills such as empathy, effective communication and the ability to adapt. It is also crucial that they adopt values such as sustainability and inclusion, which are priorities for new generations. These leaders must be able to inspire confidence and motivate their teams, creating an environment where everyone feels valued and heard. Leaders have to have authentic leaders, who spread enthusiasm, passion and confidence to all their audiences. At APD, we promote these values and skills through our training and leadership programs. Society demands that companies not only seek profitability, but also assume social responsibility, committed to doing the right thing. Good governance is the axis of leadership with social impact. This ethical commitment implies good practices that strengthen the company and reflect the model of society that we want to build. The focus on good governance allows us to lead by example, establishing ethical and sustainability standards that inspire other organizations. Doing the right thing must constantly guide business action, accompanying economic objectives to embrace a broader social vision.
What role should APD play to strengthen the business community in Spain in the current geopolitical context?
The APD has been and will continue to be a beacon of guidance and support for the business community in Spain, especially in times of uncertainty or change. Our role includes providing relevant training, facilitating knowledge sharing and encouraging collaboration between companies. We add to continue adding, because together we are stronger. In addition, we are a defender of innovation, the promotion of talent and sustainability, helping and accompanying companies to adapt to market changes to continue growing. Through our initiatives, we promote strengthening and modernizing the business network and contributing to the economic growth of the country.
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