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McCombs, IE & ESADE: Creativity Audit & the C4Bi Challenge


The ESADE Alumni Austin Chapter is pleased to invite you to this networking event with the IE and McCombs business schools where the ESADE Creativity Audit and C4Bi challenge will be introduced by Ramon Serrallonga, an academic assistant in the ESADE department of economics, finance and accounting.

The Creativity Audit is a tool developed by Ferran Adrià and ESADE, led by Professor Marcel Planellas, to maximise and sustain efficiency in innovation. It provides a framework using quantitative analysis to evaluate innovation and establish criteria for the creative process.

The Creativity for Business Innovation challenge (C4Bi) is an international case study competition designed to transfer the Creativity Audit to companies and other organizations. When launched in 2015, the audited company was Roca, followed by the Sant Joan de Déu hospital in 2016, HP in 2017, and FC Barcelona in 2018. The companies reported back that the challenge provided clear guidelines for improving their innovation endeavours.

At the 2017 Deans’ Conference, AACSB International presented 35 innovations that illustrate the essential work carried out by business schools to improve their communities and society in general. ESADE was acknowledged by the C4Bi challenge project and is the first business school in Spain to receive this recognition.

Ramon Serrallonga
Ramon Serrallonga earned his MBA from ESADE in 2016 and joined ESADE in 2017 as an academic assistant teaching finance in the MBA program. He was a finalist in the first C4Bi in 2015 and coached the 2017 winning team. He has contributed to the development of the Creativity Audit with his research on innovation analytics. He is an economist, with a master in business law and an MBA, and has pursued his career on the frontier between business and technology.

If you would like to attend, please register by following the link below. If you have any problems registering, please contact

We look forward to seeing you there!