The course helped me see how sustainability practices, such as reducing waste or optimising energy use, can be integrated into business strategies and daily operations. Sustainability became a cornerstone for long-term resilience and growth, not just an additional business metric.
Miquel Cardona Ventura is the International Development Manager at Groupe ETAM. With over 20 years of experience in developing international business, including nine years in China, he has honed his skills in navigating complex markets and building robust business networks. In his current role, Miquel oversees the expansion of Groupe ETAM in franchise markets, ensuring that each new venture aligns with the company’s strategic goals. He also supports subsidiaries' growth strategies, leveraging his deep understanding of international business dynamics to drive success.
Miquel’s entrepreneurial mindset and proactive approach to professional development led him to seek out the INSEAD Business Sustainability Programme. He discovered the programme while researching ways to update his knowledge of sustainability and its growing impact on business.
Transforming Perspectives on Sustainability
Initially, Miquel viewed sustainability as a distant, external factor, something that was important but not central to his daily business operations. However, the INSEAD Business Sustainability Programme transformed his perspective, revealing how deeply integrated sustainability is into business development and strategy.
“When I enrolled in INSEAD’s Business Sustainability Programme, I had a solid background in business management. However, the course gave me a fresh perspective on the critical role of sustainability in long-term success, both from corporate and environmental viewpoints,” Miquel shared.
This realisation was a turning point, prompting him to rethink how sustainability could be woven into the fabric of his business decisions.
Integrating Sustainability into Business Operations
In his previous roles, Miquel focused on efficiency and outcomes, striving to achieve operational excellence. His approach was driven by a desire to streamline processes, reduce costs, and maximise productivity. However, sustainability added a new dimension to his approach—it required considering how today’s decisions affect future generations. This shift in perspective meant that Miquel had to balance immediate business needs with long-term environmental and social impacts.
“Managing sustainability means balancing financial performance with environmental and social responsibilities,” he explained. “A key takeaway from the programme was the importance of managing resources for both profit and the planet.”
This holistic approach to business management has enabled Miquel to drive growth while also contributing to broader societal goals. By integrating sustainability into his operations, he has been able to innovate and create value in ways that were previously unimaginable.
Seeing Business Strategy Through a New Lens
Through the programme, Miquel realised that sustainability is not a checkbox but a critical driver of innovation and value creation. This realisation came from understanding that sustainable practices can lead to significant competitive advantages.
“The course helped me see how sustainability practices, such as reducing waste or optimising energy use, can be integrated into business strategies and daily operations,” he noted. “Sustainability became a cornerstone for long-term resilience and growth, not just an additional business metric.”
This new lens has empowered Miquel to develop strategies that are not only profitable but also sustainable, ensuring that his business can thrive in the long term. By embedding sustainability into the core of his business strategy, Miquel has been able to identify new opportunities for growth, reduce risks associated with environmental and social issues, and build a more resilient business model.
A Practical Approach to Sustainability
INSEAD’s Business Sustainability programme was highly practical, featuring real-world case studies and a diverse cohort that provided insights across different industries. The programme’s structure allowed participants to apply theoretical knowledge to practical scenarios, making the learning experience highly relevant and impactful.
“I appreciated how immediately applicable the lessons were to real business challenges,” Miquel said. “The discussions with peers helped me understand how sustainability issues vary across sectors but share core principles.”
This practical approach has equipped Miquel with the tools and frameworks needed to address sustainability challenges effectively and to implement sustainable practices in his daily operations. The diverse perspectives from his peers enriched his understanding of sustainability’s global role, highlighting the universal importance of sustainable practices regardless of industry.
Lifelong Learning and Future Recommendations
Miquel believes in the value of lifelong learning and has already recommended INSEAD to his wife, who plans to join one of their programmes. He highly recommends the INSEAD Business Sustainability Programme to others due to its comprehensive content on sustainability.
“The programme’s structure, the expertise of the faculty, and the enriching exchanges with my peers were highlights for me,” he said. This endorsement underscores the transformative impact that the programme has had on his professional and personal growth.
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