MGMT 890 Design as Competitive Advantage: Portugal and Spain Faculty: Emilie R. Feldman feldmane@wharton.upenn.edu Mauro F. Guillén guillen@wharton.upenn.edu TAs: Location: A Coruña, Spain, and Porto, Portugal Dates: TBD Design has become a major competitive weapon across different kinds of industries. This class offers the opportunity to learn about design as competitive advantage in the clothing and wine industries. Portuguese and Spanish companies have excelled in recent years at competing in global industries through design. In the clothing industry, firms such as Mango or Inditex (Zara) have become major global competitors. In the wine industry, companies as Torres, Martín Codax, and Graham s, to name but a few, have grown internationally on the basis of, among other factors, superior design capabilities. The course will take place in A Coruña and the Albariño area in Spain, and Porto, Portugal. The course will include lectures, guest speakers, interactive case discussions, and corporate and government visits. Grading criteria: Students will be given a letter grade, unless they choose the pass/fail option. 35% class participation. Students are expected to attend all classes. 15% participation during presentations by guest speakers and site visits. Students are expected to attend all corporate visits. 50% individual final paper. Students should choose a topic related to the course and write a paper of approximately 20-25 double-spaced pages in length (excluding references, tables, figures and the like). A one-page description of the paper topic is due January 19. The paper itself is due on***. The paper should include: an abstract, an introduction, a main body with a conceptual framing and empirical data, and a conclusion. References should be included either in footnotes or at the end of the paper. Please note that the paper should not be about your experiences during the trip, or a diary of the trip, but rather a systematic analysis of a topic of your choice that has to do with design in the context of Spain and Portugal. 1
Required readings: All readings listed on this syllabus are required and must be completed prior to their discussion in class. They are available from our Canvas website under Files\Readings. 2
About the Instructors Emilie R. Feldman is an Associate Professor of Management at the Wharton School of the University of Pennsylvania. She graduated magna cum laude from Harvard College, where she studied Economics and French Literature, and she received her MBA and DBA in Strategy from the Harvard Business School. Her research focuses on corporate strategy and governance, with particular interests in the internal functioning of diversified firms and the role that divestitures, spinoffs, and mergers and acquisitions play in corporate reconfiguration. In addition, she is a certified sommelier, having received her Diplôme Oenotropae from the Wine School of Philadelphia. Her personal website is at: https://mgmt.wharton.upenn.edu/profile/feldmane/ Mauro F. Guillén is the Director of the Joseph H. Lauder Institute for Management & International Studies, and the Zandman Professor of International Management at the Wharton School. His current research deals with the impact of globalization on cross-national patterns of organization and innovation, and with the international expansion of the emerging-market multinationals. His most recent books are The Architecture of Collapse: The Global System in the 21 st Century, and The New Multinationals: Spanish Firms in a Global Context. He is a member of the expert network of the World Economic Forum, and the winner of the Aspen Institute s Faculty Pioneer Award. He is a trustee of the Royal Foundation of Spain. His personal website is at: http://www-management.wharton.upenn.edu/guillen/ 3
SCHEDULE OF CLASSES & VISITS ***All speakers and site visits subject to change*** Evening of the Day before Day #1 Introductory session and reception Day #1 A Coruña, Spain 9:00-11:00 Introduction to the Spanish and Portuguese Economies (Guillén) EIU, Country Commerce: Portugal (2017). EIU, Country Commerce: Spain (2017). Andrea Colli, Esteban García-Canal and Mauro F. Guillén. Family Character and International Entrepreneurship: A Historical Comparison of Italian and Spanish New Multinationals. Business History 55(1) (January 2013):119-138. 11:15-1:15 Understanding Wine (Feldman) Andrew Inkpen and Rod Phillips. The Wine Industry. Thunderbird Global School of Management Case TB0155 (January 9, 2004). Hugh Johnson and Jancis Robinson. The World Atlas of Wine, 7 th Edition. Octopus Books: London (2013): 182-215 (chapters on Spain and Portugal). 1:30-2:30 Lunch 2:30-4:00 The Clothing Sector in Spain (Guillén) Euromonitor, Apparel and Footwear in Spain (2017). 3:30-7:00 Visit to Inditex (Zara) Company presentation Day #2 4
8:00 Board bus to the Albariño area (1.5 hours) 10:00-1:00 Visit to Martín Codax and Presentation Dossier on Albariño. 1:15-3:30 Lunch 4:00-5:30 Visit to Pazo das Bruxas (Bodegas Torres) 6:00 Board bus to Porto, Portugal (1.5 hours) Day #3 9:00-11:00 The Wine Business (Feldman) Daniela Beyersdorfer and Vincent Dessein. Preserve the Luxury or Extend the Brand? HBR Case Study R1101X (January-February 2011). Luis Miguel Pacheco. Internationalization vs. family ownership and management: the case of Portuguese wine firms. International Journal of Wine Business Research 29(2) (June 2017). 11:15-1:15 Business Models in the Clothing Industry (Guillén) Zara: The World s Largest Fashion Retailer. Case 615-059-1 Mauro F. Guillén and Esteban García-Canal, How to Conquer New Markets with Old Skills. Harvard Business Review 88(11) (November 2010):118-122. Mauro F. Guillén and Esteban García-Canal, The Rise of Emerging Market Multinationals. IESE Insight 10(2011):13-19. 1:30-3:00 Lunch 3:30-5:30 Visit to largest bottle and glass plant in the world Chris Laszlo and Katherine Gullett. "Amorim: The Future of Natural Cork." Ivey Publishing W17053 (January 2017). Jane Firstenfeld. "Wine Bottlers Talk Quality: How to Avoid Costly Packaging Missteps." Wines and Vines (June 2010). 5
6:30-8:30 Visit to Graham s and presentation Richard Mayson. Port and the Douro. New York: Faber Books on Wine (2010), Chapters 1 and 2. Day #4 9:00-11:00 Winery visit and presentation Richard Mayson. Port and the Douro. New York: Faber Books on Wine (2010), Chapters 1 and 2. 11:30-12:30 Wrap-Up 6