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The social values associated with the managerial function were the focus of the EADA 2015-16 academic year inauguration ceremony, which, for yet another year, was held in the emblematic Palau de la Música Catalana. The event, which gives acknowledgement to graduation students’ efforts in their final master projects –diplomas are handed out as well as Prizes to the Best Projects -stressed the responsibility that managers have with the values of equality, solidarity, respect for diversity and sustainability.

Socially responsible executives

“In the chaotic and tumultuous world we live in, goodwill is no longer enough. We have to raise our voices and defend values and principles and, what’s more, to do this with justice and magnanimity” pointed out David Parcerisas, president of the Board of Trustees of EADA Foundation. To which he added: “Today the most interesting opinions do not come from politicians and even less so from the financial sector, but from solidarity organisations, often fringe or unknown groups, in grassroots movements and from entrepreneurs”.

In this context, Parcerisas stressed EADA’s responsibility to instil all these social values in future managers: “We must not only impart knowledge but also transmit values that will enable our participants to choose in a responsible way the best future for themselves and for the generations that will follow them”.

The company’s new role

Along the same lines, this year’s keynote address, which was given by Josep Santacreu, CEO of DKV, focused on the new social challenges that managers must take on. In his speech, headed “As long as you live, learn how to live”, Santacreu talked about the conversion of traditional companies into “socially responsible companies”, which, as the name indicates, “have the responsibility of addressing the great challenges of humanity, such as the fight against poverty, for environmental sustainability and equal access to basic services”.

In this new environment “one of the main tasks of managers is to bring added value to all the stakeholder groups they have dealings with, in other words, with customers, suppliers, distributors but also with social organisations in matters concerning social inclusion, the environment, transparency, equity and diversity management”, the speaker pointed out. He also added company employees to this group “the first collective where one must begin to transmit these values”. In his opinion, “In order to compete in a global environment we need employees who are committed, willing to innovate and consequently to take risks, to be more productive and strive to provide customers with the best service”. That’s why “managers must create an environment of trust, in other words, a healthy and winning culture, and be the first inside the company to set an example”, he added.

A year of successes

Once again the ceremony was the occasion to remember the best moments from the previous academic year, very intense and with great moments, shared with the participants present in the Palau. Thus, a large number of the images that were projected corresponded to the big events held throughout the year, such as the second edition of Be Marketing Day, which brought together over 500 people from different sectors interested in the latest trends in marketing, the Executive Meeting, followed by 900 people, which focused on the digital competencies required by managers to leader groups and projects, or the first edition of EADA Startup Day, where four EADA Alumni, who today manage large companies, advised participants on the International Master in Management about the steps they need to take to create a startup.

Mention was also made of some of the economic and social reports in which EADA took part, such as the ‘VI Financial Diagnosis of the Spanish Company’ leadered by Finance professor, Rafael Sambola in collaboration with CEPYME, or ‘The value of sharing principles’ by the Spanish Network of the United Nations Global Compact, coordinated by the director of the EADA Corporate Sustainability Impact Centre, Dr. Elisabet Garriga.

Mention was also made of EADA’s upward progress on the main international rankings as well as its new agreements with renowned international institutions –such as Shanghai International Studies University (SISU) or the School of Economics and Management Tongji University in China– as well as the launch of the cutting edge EADA Master in High Managerial Performance (MARD), which is jointly delivered in collaboration with the Centro de Alto Rendimiento (CAR) in Sant Cugat.

From left to right, Susana Bleier, secretary of the Board of Trustees of EADA Foundation, David Parcerisas, president of the Board of Trustees of EADA Foundation, Josep Santacreu, CEO of DKV and Miquel Espinosa, the general director of EADA.