Breakthrough innovation is today more essential than ever in a more and more uncertain, rapid and commoditized world. I-Lab is an inspiring, hands-on and innovative space for in-depth analysis, strategic thinking and gobeyond creativity to co-create breakthrough products, services and experiences for global and local companies, based on their real business challenges and with a consumer-centric approach.
Winning innovation is always the combination of science and art, business and creativity. Students will develop this in a very experiential, collaborative and fertile environment, combining divergent and convergent techniques and going from the business challenge to the product or service, from the strategy to the action.
Spot opportunities and develop their lateral thinking to create great products, services and experiences which go beyond the obvious.
Gain a holistic understanding of business challenge and customer briefings.
Develop Strategic Thinking and co-creation in multidisciplinary teams.
Understand the undamentals of Design Thinking Process.
Boost creativity with divergent and lateral thinking techniques, including blue ocean or challenge reframing.
Full review of new consumption opportunities for the Brand; new flavours and new formats.
Full strategic study on the US Market: identification of opportunities, innovation practices and possibilities, full plan 2018-2025.
Analyse how millennials are decoding entrepreneurship and whether this is a key factor for them to reject or choose a big company to work for.
Analyse the relationship between Gen Z with risk and how likely this is to impact the future of the insurance market.
Foro de La Sociedad Civil
María is currently leading marketing and sales efforts for an innovation design consultancy. Her career is inspired by innovation in various forms: she led the Innovation function across the EU for one of Mondelez categories, after which she took up the opportunity to work as Marketing Director for the launch of the new IE University back in 2010. She subsequently helped define the Insights & Strategy department for IE Corporate. She believes in consumerdriven innovation and is experienced in a wide range of issues relating to new product development, branding, digital and sales strategy. She now holds a Marketing-lead position at Studio Banana where she is helping set up and consolidate the digital and e-commerce strategy for the B2C branch of innovative solutions, including Ostrichpillow and Batband.
María started her professional career as an academic, obtaining her D.Phil at the University of Oxford as a Rhodes Scholar. She returned to academia when she took her position at IE, and teaches a broad range of subjects related to marketing, branding, insights and reputation for IE Business School and IE School of Human Sciences and Technology.