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Case Technogym


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Estratégico, Marketing, Operativo y Sectorial

1ª edición

Case Technogym

Gerardo Mochales González

  • Publicación: Febrero 2023
  • Edición: 1ª
  • Páginas: 21
  • Tamaño del libro: 822 KB
  • Formato: ebook.
  • ISBN: 9788419480897
  • ISBN ebook: 9788419480897
  • Precio ebook: 6€

Sinopsis y Contenido

Having a home gym has long ceased to be an eccentricity. More and more people have installed an exercise bike, an elliptical trainer, a weight circuit, a weight machine or a treadmill in their living room, bedroom or garden. They don’t hide them or cover them up. They live with them, they use them, because they are an essential part of the furniture and in times of confinement, they have become one of the best investments for the 21st century home.

One of the main people responsible for this radical change is Nerio Alessandri. Thanks to the designs of Technogym, the company he founded in 1983 and which serves the needs of more than 80,000 fitness centers and 300,000 private homes around the world, this home exercise equipment “has changed interior design forever”.

The fact is that, just as exposed “american” kitchens once became fashionable, exercise equipment has now been integrated as an essential part of the home. They are part of the furniture. So they are displayed, almost exhibited, because they have gone from being junk to real objects of desire. A perfect mix of practicality and aesthetics, sobriety and modernity.

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Sobre el autor

Gerardo Mochales González

Gerardo Mochales González

Es doctor en Economía por la Universidad Complutense de Madrid y tiene una doble licenciatura (Premio Nacional de Licenciatura) en Ciencias Económicas y en Administración y Dirección de Empresas por ICADE. Además, realizó un Executive MBA en Kellogg Graduate School of Management-Northwestern University (Chicago) y posteriormente un PDD-PGM en Harvard (Boston).

Comenzó su andadura profesional en McKinsey & Company desarrollando proyectos de consultoría estratégica para diversos sectores empresariales en España, EE. UU., Inglaterra, Portugal y Holanda. A continuación, se incorporó a The Coca-Cola Company, donde llegó a asumir la dirección de Marketing y la dirección de Estrategia (Brand Coke) en Atlanta.

Posteriormente, fue nombrado director general de Estrategia, Marketing y Comunicación de ACCIONA.

Es profesor en programas MBA, Executive MBA e International MBA y desarrolla una labor activa dirigiendo TFM con marcado carácter estratégico e internacional.

Holds a Ph.D in Economics from Universidad Complutense de Madrid and a double degree (National (National Undergraduate Award) in Economics and Business Administration from ICADE.

In addition, he completed an Executive MBA from ´Kellogg´ Graduate School of Management-Northwestern University (Chicago) and later, a PDD-GMP at Harvard University (Boston).

He started his professional career at McKinsey & Company developing strategic consulting projects for various business sectors in Spain, USA, UK, Portugal and Holland. He then joined The Coca-Cola Company, where he was Marketing Director and then, Head of Marketing and Strategy (Brand Coke) at Atlanta.

Subsequently, he was appointed General Manager of Strategy, Marketing and Business Development at ACCIONA.

He is a lecturer in MBA, Executive MBA and International MBA programs and is actively involved in leading strategy projects with a strong international character.

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