Leading in uncertain times, our vision of Aecoc 2012

The last week was celebrated Aecoc annual congress, which meets every year to the Spanish sector of the consumer. This year we have collected over 1,000 entrepreneurs and senior executives of major companies in the manufacture and distribution. The issue that has been addressed has been to lead in times of uncertainty and innovation has been highlighted as one of the levers that will help the leadership in this sector.

It addressed issues such as the importance of exploring the limits of the digital society, analyze the importance of values​​, discuss the new consumer and creating and developing brands in democracy and redefine the concept of sustainability in the new context.

Aecoc president, Javier Campo, has made a macroeconomic analysis of the Spanish economy and the situation in the sector. The businessman has ensured that the labor market needs to be more competitive to create jobs and that the Public Administration needs reform to eliminate duplication and lower spending.

For his part, Javier Santiso, Esade professor has called for a “reset” and start thinking that the game is not conclusive but it can be rewritten.

All speakers have contributed ideas, observations and experiences to consider, such as that provided Xavier Orriols explaining how consumers participate in the decisions of releases through social media. About digital society also spoke Frau Bethlehem, director of Ikea Spain. Frau has ensured that the customer has become more demanding, value their time and looking for solutions, not products.

One idea that has become clear is that in the digital society in which we find the marks not owned by manufacturers or distributors, if not the consumer and as of today is a critical variable in the marketing mix.

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