TELEFONICA IDEAS4TRANSFORMATION

“Ideas4transformation” is an international challenge, organised in conjunction with Telefónica, directed at MBA students from the Harvard Business School, Haas School of Business at the University of California Berkeley, Columbia University, London Business School and Esade Business School. The aim of the challenge is to gather ideas for elBullifoundation.

Ferran paid a visit to each of these academic institutions to personally explain the conceptual basis of the project. In total, 31 teams of students (involving 1,200 people) got involved in the project, creating 31 hotbeds of new thought for elBullifoundation. A clear demonstration of the interest generated by the project.

At the end of June 2012, the finalists presented their projects at Telefónica’s headquarters in Barcelona and visited elBulli’s headquarters in Cala Montjoi. The two teams from Harvard Business School (Duende and Team A) won first prize. The jury, made up of Nobel Prize-winning economist Joseph Stiglitz, professors Roberto Álvarez del Blanco, Louis Stern and Russell S. Winer, Telefónica executives Belén Amatriain and Richard Poston, Financial Times writer and journalist Víctor Mallet, and Ferran Adrià himself, reached the decision that both teams were deserving of the prize, given that their work was complementary and furthermore expressed the elBullifoundation concept as a whole. Second place went to the team from London Business School.