Dr. Juan Botero is charged with overseeing the Original Equipment business of Passenger and Light Truck tires for Continental in The Americas, based in Michigan. Continental is one of the world's largest tire manufacturers, with two dozen locations across the globe. To strengthen his capacity for innovative thinking and marketing, Dr. Botero applied to attend the Strategic Marketing Management program at HBS. In this interview, he describes his learning experience and the value he gained from attending the program.
I wanted to expand my knowledge in the area of strategic marketing, and I was curious about HBS's renowned case study method. I was accustomed to traditional classroom methods, where the information flow seems to be in only one direction, so I wanted to challenge myself in an environment where I could learn from the experience and opinions of my peers. I wanted to learn at a level beyond just conceptual frameworks.
Through discussions inside and outside the classroom with other participants, I was able to better understand the value of diversity. I discovered that it's about not only different backgrounds (industries, sectors, nationalities) but, most important, the diverse points of view that make discussions rich and fruitful. I came away with lessons I can apply to my leadership style that build on the business acumen from specific marketing concepts.
The teaching method is fantastic! The faculty engages all participants in a dynamic dialogue and ensures that all opinions about the cases are put forward for discussion. For me, this led to several "aha!" moments as diverse perspectives cast a unique light on things that seemed obvious or ordinary during the preparation of the case. This inspired everyone to think of the situation described in the case in a whole new way.
The program has provided much-needed inspiration. After attending, I returned to work with many ideas that I was able to start implementing immediately. And, above all, I gained a great network of colleagues and friends around the world.
Immerse yourself in the experience. Don't forget that the people you meet and the conversations you have with other participants are as important as the experience in the classroom. Trust your working group and don't be afraid to share your opinion.
