Learn from the protagonists.

Get ideas to apply in your company.

Networking with speakers and colleagues.

Possibility of accessing the Alumni Association.


The EDEM Foundation is pleased to present the “15×15: fifteen days with fifteen business leaders” program, one that has established itself as a benchmark in training entrepreneurs and senior managers in the field of strategy and management business. The course is structured as follows:


  • Business Strategy and Leadership:

During the mornings and lunchtimes of fifteen Thursdays, renowned business leaders, senior managers and owners of sector-leading companies explain their business model and the key to their success and strategy as well as their managerial and leadership style. The classes are also a forum for reflection, discussion and exchange of experiences, an opportunity for the participants to identify new ideas and improve business management.


  • The challenges facing dynamic corporate groups:

Important groups with a leading role as a driving force in our business community open their doors to students on the course, to allow its top executives to explain “in situ” how they develop their processes, and deal with an environment of constant change.

  • Economic and financial environment:

An overview of the current economic situation, the business transformation process and the challenges stemming from change in organizational culture, as well as the importance of communication between local companies and the community.

  • People management:

The afternoons are also focused on developing managerial skills in sessions or workshops on team motivation, negotiation, conflict management or communication and public relations; areas that are key to enhancing the management and business leadership skills of the participants.


This event has become a referent point for the valencian and national economic environment. The most business representatives attend this event in addition to the students, entrepreneurs, business leaders and teachers of the course.


The course is designed so that participating students can:

  • Learn strategies and different business models through the real experiences of leading companies and entrepreneurs.
  • Gain practical insights into the management areas that traditionally have a significant impact on the success of any business project.
  • Develop the skills necessary to improve their leadership skills, communication capacities, and effective team management.

The ultimate objective is for the students participating in the 15×15 course to assimilate ideas regarding strategy, business management and leadership that, duly organized and structured, serve to enhance the operation and development of their companies.
Another defining aim of the course is to facilitate personal and professional relationships between the students and the entrepreneurs and executives who serve as teachers. Hence, participants have the opportunity to join the EDEM Alumni Association (http://aaae.edem.es), created to facilitate relationships between the students of our courses through various educational activities held throughout the year.


The course was designed for entrepreneurs, executives, and senior managers.


Luis Aires - BP
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Luis Aires began his career at BP in 1991, at the Castellón refinery. Since then he has held positions of responsibility in Madrid, Brussels, London and at the Carson refinery (California, United States).
The new president of BP Spain, age 47, graduated with Honors and a degree in Business and Economics from the University of Valencia.
BP has 674 stations in Spain, and 8,000 throughout Europe, providing service to millions of customers every day, based on a basic principle: quality.

BP is one of the largest energy companies in the world, serving millions of customers every day in more than 80 countries around the world, and employing 83,900 workers. Its main activities are exploration and production; refining and marketing; and alternative energies, a business that delivers energy with low carbon emissions. Through these activities BP provides fuel for transportation; energy for heating and light; marketing services, and petrochemical products for a variety of applications.

Carlos Bertomeu - Air Nostrum

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A degree in Economics from the University of Valencia and an MBA from the IE, graduating 1st in his class. He began his professional career at the Instituto de Empresa as a professor of Finance and a strategic consultant. He was later the director of the MBA and Executive MBA programs. In 1994 he joined the Grupo Nefinsa as Director of Investments and Strategic Development. He has been a member of the Board at Vueling and is currently one at Exceltur, and vice-president of the European Association of Regional Airlines (ERA). He is also a partner and a member of the Board of Equipo IVI, a member of the Social Council of the Polytechnic University of Valencia, and an academic director of the Business Culture Chair at the University/Business Foundation of the University of Valencia. Since its foundation in 1994 he has overseen the carrier Air Nostrum, he is currently the company’s chief executive and largest shareholder.

With almost 77,000 flights and more than four million passengers a year, Air Nostrum is Spain’s leading regional aviation company and one of the largest European airlines in its class. It operates for the Iberia Group under the Iberia Regional Air Nostrum brand, and is a member of the oneworld alliance. With turnover of more than 425 million euros a year, it employs some 1,400 workers. Its management, quality and prestige have garnered it multiple awards at the international level, such as the Flight International Transport Award, and the ATW Regional Airline of the Year Award. It is also Europe’s only regional airline to win the Airline of the Year Award, issued by the ERA (European Regional Airline Association) seven times – five in the Gold category and two in the 

Jean Charles Decaux - JCDecaux
José Ignacio Goirigolzarri - Presidente, Bankia
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Degree in Economics and Business Studies from the Universidad Comercial de Deusto. Finance and Strategic Planning from the University of Leeds (UK). He has been a Professor of Strategic Planning at the Universidad Comercial de Deusto. He joined the Banco de Bilbao in 1977 in its Strategic Planning Area. In 1992 he was appointed General Director of BBVA, after which he held several key positions on the Management Committee, being responsible for Commercial Banking in Spain and Latin American operations. In 2001 he was appointed the General Manager of the BBVA Group, responsible for Retail Banking at the global level and, later, Managing Director, a position he held until October of 2009. Over the course of his extensive career he has been a member of the Board and Vice-president of Telefónica, Vice- President of Repsol, and President of the Spain-USA Foundation, Member of the Board of BBVA Bancomer in Mexico, and Citic Bank in China. He is currently the President of Bankia and of BFA, President of the Garum Foundation, Vice-president of Deusto Business School, and President of the Franklin Institute’s Board of Advisors.

Bankia is Spain’s fourth largest bank in terms of capitalization, and is among the 100 largest in the world. With a staff of 17,300 people, it serves more than 6 million customers and manages assets valued at 220 billion euros.

Clemente González Soler - Presidente, Alibérico
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Aeronautical engineer. Founder, owner and executive president of the Grupo Alibérico. He was President and Managing Director of Alcan Aluminio in Spain from 1990 to 1997, when he began his entrepreneurial career, creating the industrial group that today is comprised of 35 companies. He is a member of the Board of Directors of the Family Business Institute (IEF). A figure of recognized prestige in the aluminum sector worldwide.

Alibérico is an industrial and technological group, founded in 1997, with 100% private capital. It is the first Spanish group and Europe’s first family group specialized in the manufacture of semi-processed aluminum products. With its own factories on four continents, it also features an extensive sales network that guarantees its presence in more than 72 countries, where it manages 70% of its production. Its products are present in wide-ranging sectors like food, packaging and packing, building, transport, industry and renewable energies. Its value proposition to the market is based on the development of its own technology and a wide selection of products and premium brands.

Rocío Hervella - Founder and CEO, Prosol
Pilar López - Presidenta, Microsoft España

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Pilar López Álvarez has been the President of Microsoft Spain since July 2015. With a degree in Business Administration, with a specialization in Finance, from ICADE, much of Pilar López’s career was at Telefónica, a company she joined in 1999. She previously held various management positions at J.P. Morgan, in Madrid, London and New York.
During her time at Telefónica Pilar López worked in the Finance and Business Strategy areas for Europe and Latin America, holding positions as Financial Controller at Telefónica Móviles, Strategy Director at Telefónica Spain, Chief Financial Officer at the O2 in London, and Chief Financial Officer of Telefónica Europe in Madrid.
Pilar López is a Member of the Board and Non-executive Director at Ferguson Plc (formerly Wolseley Plc), the world’s largest distributor of construction materials. During her time at Telefónica she was a Director of Telefónica Czech Republic AS, Vice-President of the Board of Telefónica Deutschland Holding AG, and a Member of the Board of Tuenti Technologies.

Microsoft is the leading company in platforms and productivity for the “mobile-first, Cloud-first world,” and its mission is to help every person and every organisation on the planet to do more in their everyday lives.

The company, which staffs more than 120,000 employees in 120 countries, is organised around three major priorities: Building the Smart Cloud, reinventing productivity and business processes, and creating a more personal kind of computing.

Enrique Lores - Presidente Imaging & Printing, HP
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Industrial Engineering degree from the UPV and an MBA from ESADE. He joined HP in 1989 as an R&D engineer. He has held a number of key positions as senior vice-president of the Personal Systems group and the Customer Service and Support service worldwide, and vice-president and general manager of Imaging and Printing, and Commercial Products for Europe, the Middle East and Africa. He is currently the senior vice-president and general manager of PC Solutions for businesses, which includes PCs, tablets, and solutions and services aimed at companies, being responsible for the definition and development of products and the operation of the business worldwide. He is currently the President of the company’s Imaging & Printing division

Hewlett-Packard, better known as HP, is one of the largest IT companies in the world. The firm, based in Palo Alto, California, manufactures and markets hardware and software, as well as providing IT-related support services. It was founded in 1939 by William Hewlett and David Packard, formerly dedicated to the manufacture of electronic and laboratory measuring instruments. It is currently the world’s leader in the sale of personal computers and printers.

Juvencio Maeztu - Vicepresidente Mundial, IKEA
Federico Michavila - Presidente, Torrecid Group
A Mining Engineer, he has completed management programs at prestigious international organizations. In 1978 he joined Torrecid, leading the transformation of a small company into a globalized multinational and a world leader in its sector. He has received numerous awards, such as the Prince Philip Award for Business Excellence; Best Business Career, from Actualidad Económica; Business Culture Merit award, issued by CIERVAL; the 2011 Executive Award in the Valencian Community, from the magazine Ejecutivos; and an Entrepreneur Award of the Year (2013) from EY. He is a member of the Family Business Institute (IEF), the Circle of Businesspeople (Círculo de Empresarios), and the Board of Directors of the Valencian Association of Businesspeople. Since 1985 he has been the Managing Director and President of the Torrecid Group.

Torrecid was founded in 1963, with a staff of 8 people, and today is present in 28 countries, supplying products and services to customers in more than 130 countries worldwide, in the Ceramics, Glass, Paints and Plastics sectors. Its strategy is based on bringing about change through global leadership in innovation to generate new solutions and cutting-edge trends that provide optimal competitive advantages and optimized added value. It staffs more than 3,000 employees and boasts turnover of more than 600 million euros.

Manuel Palma - Presidente, Grupo Palma
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He is also a member of the board of Banco Sabadell-Urquijo Banca Privada, a member of the Board of Mutua Umivale, and a member of the Valencian Entrepreneurship Council. He is the president and sole proprietor of the Palma Group (Grupo Palma), which is made up of companies operating in the Automotive, Real Estate, Education and Social/Health sectors.

The Palma Group commenced its activity in 1982 with the creation of Automóviles Palma. Since then it has steadily grown and expanded into other economic sectors. Its dedication to customer service, the efforts of all its staff, teamwork, use of advanced technology, employee training and a firm and determined commitment to improvement are the hallmarks that have made the group a leader in the Valencian economy. It employs more than 300 people and had a consolidated turnover in 2015 of 55 million euros.

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Mr. Remohl studied Medicine at the University of Valencia, where he specialized in Obstetrics and Gynecology; and Reproductive Obstetric Endocrinology at the University of Irvine (California, USA). He is also a maternity doctor and sexologist, a Professor of Obstetrics and Gynecology at the University of Valencia (UV), the director of the Master’s in Gynecological Endoscopic Surgery at the UV, president of the IVI (Valencian Infertility Institute) Ethics Committee, and director of the IVI University Institute. He is the author of 22 books in the field of assisted reproduction, 346 chapters, 460 articles in scientific journals, and 932 talks and 450 presentations at congresses. The awards he has received include seven from the American Society for Reproductive Medicine. Most recently he was named a Marca España ambassador, an initiative dedicating to promoting Spain as a “brand”.

Founded by José Remohí and Antonio Pellicer, in 1990, as the first medical institution in Spain specialized in human reproduction. Since then his work in this field has led to the creation of IVI clinics both in Spain and internationally. He has facilitated the birth of more than 50,000 babies thanks to the application of the latest techniques in assisted reproduction and the work of a multidisciplinary team composed of more than 1,000 highly specialized professionals.

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Mr Riberas holds degrees in Law (1987) and Economics and Business Administration (1988) from the Universidad Pontificia de Comillas (ICADE E-3). In 1989 he began his career in the Gonvarri Group in the area of Management Control, later assuming functions as the Director of Corporate Development and Managing Director. In 1997 he helped to found Gestamp, assuming the position of Managing Director since its inception. In 1998, as a result of the privatization process of Aceralia Corporación Siderúrgica, he joined its Board of Directors, a position he maintained until the integration of the company into the Arcelor Group. He currently serves as co-chair of the family holding company ACEK, and Gestamp, and is a member of the boards of directors of Gonvarri Industrial, CIE Automotive, and other Gestamp Group companies. Francisco is a member of the board of the Family Business Institute (IEF) and also sits on the Spanish board of Endeavor, an NGO created to help tomorrow’s entrepreneurs achieve success through mentoring and participation in investment programs.

Gestamp designs, develops and manufactures metal components for major car manufacturers on four continents. The company currently has 95 production plants, with 6 more under construction, as well as 12 R&D centers. Gestamp is a world leader in hot stamping technology, and specializes in the development of products featuring innovative designs, to make vehicles safer, lighter and, therefore, better in terms of their energy consumption and environmental impact. Its products encompass the areas of body, chassis and mechanisms. The company is present in 20 countries, with a staff of more than 33,000 employees worldwide. In 2015 its turnover came to 7.035 billion euros.

Degree in Economics and Business Studies from the University of Valencia. PADE (Senior Management Business Program) at the IESE. In 2007 he was awarded an honorary doctorate by the UPV (University of the Basque Country). He has been president of the Family Business Institute (IEF) and is currently the vice-president of EDEM, honorary president of AECOC (Association of Manufacturers and Distributors) and a founding member of the CEC (Spanish Business Confederation). The Ministry of Industry, Tourism and Commerce recognized his career with a Premio Príncipe Felipe (Prince Philip Prize) in 2009 for Business Excellence. He has also been honoured with a High Distinction Award by the Valencian regional government, been named a Favorite Son of the City of Valencia, and recently received a Gold Medal for Professional Merit. From the outset he has worked in the management of the Mercadona supermarket chain, today serving as its executive president and majority shareholder. In September of 2015 he inaugurated the Marina de Empresas, an initiative to foster an entrepreneurial spirit in our society. This project constitutes a major cluster for the training and support of entrepreneurs in the Mediterranean, encompassing the complete cycle of entrepreneurship: from education at the EDEM, support and the acceleration of business initiatives at Lanzadera, and the consolidation of companies through Angels.

Mercadona is a distribution company in the supermarket segment of 100% Spanish capital. It is present in 50 provinces, with more than 1,600 supermarkets, featuring a model of urban commerce based on proximity to customers. In fiscal year 2015 it posted turnover of 20.831 billion euros, and has a workforce of 76,000 people, all of them with stable, quality employment at Mercadona, where they work to meet the daily needs of more than 5 million homes.

Mr Vollmer graduated from the Metropolitan University of Caracas and attended a series of executive programs at Harvard, the Kellogg School of Management, Chicago, and the International Institute for Management Development (IMD). He began his career at the company as an export manager, and then headed up the process of change. Since 2000 he has grappled with property invasions and land seizures, and provided community leadership in an adverse political and economic environment. In 2003, he founded the Alcatraz Project – a program that endeavors to rehabilitate and reinsert gang members in the work force – and has provided counsel on the social reintegration of violent individuals, in both Colombia and El Salvador. He served on the National Commission for Police Reform in Venezuela, and, prior to joining Santa Teresa, worked as a civil engineer dedicated to alternative construction in Caracas neighborhoods. He is currently a member of the Mercosur Commission. He is the president of Ron Santa Teresa (rum) and its Board of Directors.

Santa Teresa, founded in 1796, is the oldest independent rum company in Venezuela and the most important manufacturer of premium rums.


Dionisio Campos has been Ford Spain’s Manufacturing Director since 1 October, 2015.
Born in 1961 in Almenara (Castellón), he studied Electrical Engineering at the Polytechnic University of Barcelona, and holds an MBA from the University of Anglia (UK).
He has been professionally associated with Ford since 1989, beginning his career at Ford Spain in the Engine division.
On two occasions, in 1992 and 2000, he worked in England, in the Manufacturing Engineering department, and as a manager for the launch of new engines.
He was President of Ford Romania, from April 2008 to December 2010, where he was involved in the acquisition, integration and commissioning of the new factory at Ford Europe’s manufacturing complex.
In 2011 he returned to Spain as General Manager of Manufacturing, and in October 2013 was appointed Director of New Product Launches, a position that he held until his appointment as Manufacturing Director in 2015.
A graduate in Sociology from the Autonomous University of Barcelona, and in Journalism from Pompeu Fabra University, he completed his education with a post-graduate degree in Reporting from Ramón Llull University. After three years as the editor-in-chief of Politics at the magazine Cambio 16, he joined Mercadona in 2008, where he worked as Media Manager and later as Corporate Information Coordinator in the External Relations Department. Since 2014, in addition to forming part of the Mercadona Management Committee, he has been the general director of the Logistics Department, coordinating transport and 12 logistical blocks located throughout Spain, in which 7,000 people work.
Maria José Soriano - Porcelanosa
Law Degree from the University of Navarra. In 1987 she joined the family business of which her father, José Soriano, was one of the founders, and from whom she learned the values that today remain at the company’s core. She thoroughly knows all the facets of the company, as she has held different positions in the legal, training, and HR departments, and in international expansion and the economic oversight of subsidiaries. An outspoken advocate of the application of new technologies to industry, and respect for the environment, she sees people as companies’ most vital assets. She is a member of the company’s Board of Directors and its managing director.
José Antonio Sánchez - El Confidencial
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Founder of the El Confidencial publishing company, he began his professional career in 1976 at Diario 16.
Ten years later, after receiving a scholarship in the United States, in 1986 he was appointed by Pedro J. Ramírez as head of the Economics section. In 1988 he left the newspaper to work in the field of Communications for various companies.
In 1997 he joined Telefónica as the Group’s General Communications Director.
In 1999 he was appointed General Manager and charged with the creation of Terra, a company that he left in the spring of 2000.
He is currently President and Managing Director of Titania Compañía Editorial, the company publishing El Confidencial, Vanitatis and Cotizalia.

José Carlos Martínez - Strategy and Planning Global Director, Intel

Mr Martínez holds a Degree in Psychology from the University of Valencia and an MBA from the IE Business School. He started his professional career in 1990 at Digital Equipment, where he served as the Director of the National Operations Centre. At Compaq he held the position of eBusiness Director. He joined Intel Spain in 1999, as Director of Business Development for Spain and Portugal, moving to the US in 2004, where he has held different key positions, such as Global Director of Client Products for the Telecommunications Market, Global Director of Business Development for Developing Countries. His last assignment was as General Director for Africa. He currently resides in Portland (USA) and is the Global Director of Strategy and Planning in the Sales and Marketing area.

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Degree in Political Science and Sociology. A high-impact speaker, lecturer and writer. Diploma in Communication Techniques (ESIC Business School and the UPV: University of the Basque Country). A judge for the National Speech and Debate League 2005. Founder and Director of Arqueros de la Palabra (Archers of the Word). Collaborating professor in Professional Speaking courses at the IESE Business School. Member of Professor Bernabé Tierno’s team. Responsible for the course “The Art of Communicating” at the EDEM.

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Diploma in Business Studies from the University of Almería. Bachelor’s in Business Administration from the University of Valencia. MBA from the ESIC Business School, Granada. In 1998 he began his career at CAJAMAR in its sales network, later moving to the HR department, where in 2011 he was appointed Director of the Talent Management area, his current position. Co-director of two European Financial Advisory courses at the University of Almería, and Member of the Board of Directors of the GREF (Group of Financial and Insurance Institution Managers).

Theatre director. A trainer and business consultant specializing in Communications for more than 14 years. He has taught courses in public speaking, verbal and non-verbal communication, and the handling of difficult and conflictive situations. He has conducted training sessions on managerial and business skills at more than 140 companies. The company’s aim is to simulate situations that equip attendees with useful and practical tools to be able to do their jobs more effectively, such as: leadership, customer service, team management, evaluation interviews, sales, conflicts and negotiations, occupational health and safety, telephone excellence, etc.
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A renowned expert in Business Management and one of the most influential communicators and trainers on the Spanish and Latin American business scene. He is known for his extensive experience in the implementation of commercial and strategic projects for the services sector, and for the promotion, motivation and leadership of sales networks and management teams. He began his career in the world of business schools at ESADE, Barcelona, where he was a Marketing professor until 1989, after which he began his phase as an entrepreneur and independent consultant. A speaker at the prestigious ThinkingHeads Agency. Professor at the Institute de Empresa Business School, (recognized for academic excellence in the last 8 years), the Autonomous University of Madrid, Deusto Business School, and the EDEM Escuela de Empresarios. More than 25 years of experience advising companies at the highest level in Spain and Latin America, both IBEX 35 companies as well as family and medium-sized operations. He is the author of several books, the latest in 2014: LiderARTE. With a PhD in Economics from the Autonomous University of Madrid (cum laude), he holds a degree in Law from the University of Valladolid and a Master’s in Business Administration from the ESADE in Barcelona. An executive program at the Kellogg School of Management at Northwestern University, and the Haas School of Business at the University of California Berkeley.


Javier Jiménez - Lanzadera


Assistance and diploma:

Attending at least 80% of the classes is required to obtain the diploma.


The course will be held at the EDEM facilities, located in the Marina de València (Muelle de la Aduana s / n), except for the visits that will take place at the facilities of the companies to be visited.


From February 6 to June 4, 2020 (except March 19 and April 9, there will be no session). Classes will be held on Thursdays, from 9:30 a.m. to 7:00 p.m., with two hours reserved for lunch-discussion with the “businessman-manager”.

On Wednesday, February 5 will be the opening of the course and there will be a welcome cocktail (in the afternoon).


The price of the course is €14,800. € 1,000 will be paid as a place reservation and the rest before January 31, 2019. The price includes all the concepts related to the celebration of the course, including lunches – colloquium.


For more information or to register, the interested party must complete the application through the following links:


The EDEM will then contact each applicant to continue with the admission and registration process.
The number of slots is limited.



Folleto 15x15

* We are working on the 2020 program