On January 17, 2024, EADA Business School had the honor of participating in the 2024 Positive Impact Rating (PIR) Summit at the World Economic Forum (WEF) in Davos. Our Dean, Dr. Jordi Diaz, had the privilege of representing EADA alongside our visiting professor, Dr. Ivan Cuesta, and Martina Möller, an alumna of EADA’s International Master in Marketing and the Co-Founder and Head of Marketing of Adamcares AG.
We interviewed Martina to explore her feelings and insights about representing EADA at the global stage. Martina shares her feelings and key takeaways from participating at the World Economic Forum Summit and being a moderator during this distinguished event, and also reflects on her transformative journey at EADA. She shares the aspects of the Master in Marketing that had the most profound impact on her professional trajectory.
How did you feel representing EADA along with Dr. Jordi Diaz, Dean of EADA, at the 2024 PIR Summit at WEF in Davos?
Representing a prestigious academic institution like EADA is always a privilege and to be able to do so with the Dean, Dr. Jordi Diaz, is an opportunity I will always carry with pride.I had the honour of having him as a professor during the Disruptive Innovation course, he displayed exceptional warmth and support. The dedication of our dean to personally acquaint himself with students and extend support beyond their academic pursuits exemplifies a notable strength of EADA’s Business School.
As a moderator during the event, what were the key takeaways or memorable moments for you?
I was hosting the table which included the organizer of the event. At first, I was a bit nervous about not having the required knowledge, as all the other student facilitators had a sustainability master background. I prepared myself well, and in the end had a great experience interacting with deans and CEOs across the world. My main takeaways were that deans of business schools should work together and support each other in creating the integration of sustainability into the programs.
How do you believe business schools, including EADA, play a crucial role in moving “beyond business” and creating a positive impact in the current complex context?
I found EADA’s commitment to social responsibility to be particularly noteworthy. Originating from Switzerland, a country with a robust recycling culture, I appreciated EADA’s exemplification of environmental awareness. Additionally, the EADA Sustainability Week served as a commendable departure from routine academic activities, affording students the opportunity to explore and engage with a broad spectrum of topics aligned with their individual interests.
Looking back at your time at EADA, what aspects of the Master in Marketing programme had the most significant impact on your professional journey?
EADA adopts a highly practical approach to education, requiring immediate application of acquired knowledge in every class towards our final projects. Notably, my experience was enriched by the collaboration of a highly effective group: Alina Geck, Anouk Wiemers, Lydia Madani, and Isabel Merida. Our collective efforts were dedicated to formulating a marketing plan for Läderach’s novel pick-and-mix product, representing Switzerland’s preeminent chocolate manufacturer. The culmination of our success was marked by an invitation from the CEO to visit the factory, underscoring the significance of such experiential opportunities for young students.
Can you tell us about Adamcares AG and what inspired you when undertaking this entrepreneurial journey?
After EADA, I ventured to Paris to contribute to my cousin’s dental startup. In this capacity, I assumed responsibility for orchestrating the entire communications and marketing strategy for the company, an endeavor that required an immediate and comprehensive immersion into the field. This challenging experience compelled me to acquire additional skills, fostering a determined commitment to success. It was during this period that I crossed paths with Lorenz, our CEO. Enthusiastic about his project, we discussed communication strategies. Over a brief duration, a mutual recognition of a strong alignment between our objectives became evident. Following the establishment of comprehensive communication frameworks for my cousin’s venture in Paris, I made the decision to devote my full attention to Adamcares.
How do you apply the skills and knowledge gained from the Master in your current role as the Head of Marketing and Co-Founder of Adamcares AG?
EADA facilitates a practical application of academic knowledge by engaging students through simulating real-life challenges with external companies. This unique opportunity not only enhances the learning experience but also equips students with the ability to directly apply theoretical insights in real-world contexts. My final project encompassed the essential components for developing a comprehensive marketing plan. The knowledge and methodologies I acquired now serve as valuable assets in my current professional role.
EADA is known for its Leadership development programme. How did the modules in the Residential Training Campus in Collbató enhance your leadership skills and influence your career path?
Collbató emerged as a noteworthy and transformative experience for every student, marked by both highlights and challenges. Its unique setting provided a platform that not only addressed academic pursuits but also delved into exploring our inner fears in order to develop strategies to overcome them. This shared experience significantly contributed to our collective growth and cohesion as a group. The climbing activities and teamwork sessions conducted during our time in Collbató proved to be highly aspirational. These experiential components not only fostered a sense of camaraderie among students but also instilled crucial lessons in collaboration, communication, and effective problem-solving. The obstacles presented in these activities served as a microcosm for the complexities of professional and personal life, imparting invaluable skills that extend beyond the academic realm. Overall, Collbató served as a pivotal juncture in our educational journey, shaping not only our academic skills but also our character and interpersonal skills.
What advice would you give to those who aspire to start their own business and become successful entrepreneurs?
1. Alignment of Passion and Purpose
Entrepreneurs are encouraged to embark upon ventures aligned with their genuine passions and values. A profound sense of purpose not only serves as a motivational driver but also facilitates resilience during the challenges in business.
2. Cultivation of Resilience
Entrepreneurship is characterized by its inherent ebbs and flows. The development of resilience is paramount for rebounding from setbacks and extracting valuable lessons from failures. The capacity to persevere through adversity often proves instrumental in achieving ultimate success. Notably, in my entrepreneurial journey, Adamcares constitutes the third startup I have contributed to, with the initial two ventures experiencing setbacks. The tenet of not relinquishing pursuit despite initial failures remains a steadfast principle.
3. Customer-Centric Philosophy
A customer-centric approach is foundational to entrepreneurial triumph. A nuanced understanding of customers and their needs is pivotal for delivering value through products or services. Entrepreneurs are urged to focus on creating solutions that authentically address customer challenges, thereby laying the groundwork for a prosperous business venture.
4. Financial Acumen
A comprehensive grasp of financial management is imperative for the sustainability of any business. Entrepreneurs are advised to develop proficiency in budgeting, cash flow management, and financial planning. This financial savviness serves as a strategic pillar underpinning the long-term viability and success of a business enterprise.
5. Strategic Networking
The establishment of a robust network comprising mentors, advisors, and peers is imperative for entrepreneurial success. Networking serves as a conduit for invaluable insights, support, and opportunities that are crucial for startup success. EADA recognizes the significance of this aspect and facilitates strategic networking through initiatives such as the Company Connection Week, wherein students engage and connect with prominent international corporations. This exposure not only broadens perspectives but also cultivates relationships that can prove instrumental in the growth and sustainability of a budding entrepreneurial venture.