The theme of the conference was the vision of mission held by Juan Antonio Pérez López, the Spanish business theorist who wrote extensively about the research and teaching of business management. The conference was opened with a lecture by Nuria Chinchilla, a professor of Managing People at the IESE Business School and a member of the UIC Academic and Social Council, who explained the most important ideas in Pérez Lopez’s theory on mission and its application in the business world.

The meeting addressed the implementation of the mission-based management model in some of the companies that belong to the department or work with it. Jon San Cristobal, the General Director of Huf Portuguesa, which recently joined the department, and Manuel Jiménez, the General Director of Corporación Jiménez Maña, shared their experiences.

Pedro Navarrete, the former Senior Vice-President of Sony Europe, also discussed his experience with the mission-based management model.

Finally, Dr. Carlos Rey, the director of the department, compared the traditional models of corporate governance with the mission-based management model proposed by the department.