19_02_06_ECO

"Low cost is the worst thing that has happened to Economics". This was stated by the expert in Innovation and professor of the School of Economics and Business Administration of the University of Navarra, Alejandro Ruelas-Gossi, during a meeting with alumni last February 5th in Barcelona. 

Under the degree scroll ''The Race to the Top. Innovation as a business strategy".the expert spoke about how innovation is the path that will lead organizations to evolution through the modification of traditionally entrenched paradigms.

During the lecture, which was attended by about a hundred alumni of the University of Navarra, Ruelas-Gossi said that the low cost becomes a vicious circle in which suppliers are paid less, salaries are lower, the purchasing level leave and less is purchased, less is collected, there are fewer subsidies, less money is allocated to areas such as Education or research; thus creating a problem for the Economics.

While most companies have embarked on a degree program towards the cheapest and inferior quality or bet on copying and being the same as others as a business strategy, other companies have distinguished themselves by what Professor Ruelas-Gossi calls "race to the top" or degree program towards cima. Ruelas Gossi considers that it is a mistake to ask the customer what he wants; that is why he advised not to ask him, because "he has no idea". In this regard, he gives as an example the case of Apple in the Steve Jobs era, which stood out for innovation through the design experience of Username.

Alejandro Ruelas-Gossi is Professor of Strategy at School of Economics and Business Administration at the University of Navarra. He also works as advisor and lecturer for some of the largest Fortune 500 companies, such as Sony, Motorola, Microsoft, IBM, Philips or Cemex. He holds a degree in Industrial Engineering from Tecnológico de Monterrey (Mexico), a Master of Sciences (Management of Technology) from MIT and a PhD in Management (Strategy) from the University of North Carolina (Chapel Hill). He has been founder and promoter of the think-tank Orkestra (high school Basque Competitiveness) and his theory of Strategic Orchestration is considered to be one of the most impactful in avant-garde strategic thinking.