At the Forefront of a Digital World
Technology leader Fischer Ibérica is a family-owned enterprise known for its innovative solutions. As general manager, José Luis Massana is focused on the future. In order to prepare himself and his company to create value in today's emerging digital landscape, he attended the Driving Digital Strategy program at Harvard Business School (HBS) Executive Education. He discusses what he learned from its content and the people he encountered.
Why did you choose to apply to this program?
My industry is facing a digital transformation, and I want to be on the cutting edge. Being a specialist in this transformation is a huge opportunity for the company I represent as well as for me personally. In choosing a course, I wanted my efforts to pay off with outstanding results.
How did this program change or influence your approach to digital strategy?
The program definitely changed my perspective. In this new era of digital transformation, companies should assess their digital competencies and retain and consolidate where necessary as well as determine what they need to improve and change. Digital transformation is like adding a third engine to an airplane in order to enhance the transformation and take advantage of the new technology. On the other hand, providing customer value should be the main goal. By analyzing the customer's journey, we will be more able to provide that value. Technology is accelerating opportunities, while the boundaries between potential competitors are disappearing. In other words, we are competing against anyone and everyone. By generating complements and creating network effects, we can gain competitive advantage.
What are the benefits of the case study method of learning and the value of hearing cases taught from diverse perspectives?
The case study methodology is a fantastic teaching tool that HBS has developed over many years. Analyzing various business cases is an effective way to work together with classmates and professors. The greatest benefit of this approach comes from being deeply immersed in a specific company's situation and analyzing it from the inside. It allows participants to experience a real-life scenario that could happen in the future and examine it from various perspectives.
What aspect of the program have you been able to apply to your day-to-day work?
I learned to self-reflect before and after every experience. Additionally, I learned that in order to be a more effective leader, I need to build up resources that will help me find the best solutions for any challenge that arises.
How would you describe the program's value to someone who's considering it?
I was looking for an executive education opportunity that could create a perfect match between the offline and online worlds. Transformation at HBS has always been a core asset. And the broad range of nationalities in the classroom made the experience more enriching because it provided a snapshot into how the world is evolving in this transformation.