{"id":2048,"date":"2025-04-21T10:00:20","date_gmt":"2025-04-21T08:00:20","guid":{"rendered":"https:\/\/fidamc.es\/?p=2048"},"modified":"2026-02-11T12:09:54","modified_gmt":"2026-02-11T11:09:54","slug":"ernesto-gonzalez-ceo-de-fidamc-comparte-claves-estrategicas-para-saber-sustituir-un-producto-estrella-en-industry-talks","status":"publish","type":"post","link":"https:\/\/fidamc.es\/en\/ernesto-gonzalez-ceo-de-fidamc-comparte-claves-estrategicas-para-saber-sustituir-un-producto-estrella-en-industry-talks\/","title":{"rendered":"Ernesto Gonz\u00e1lez, CEO of Fidamc, shares strategic keys to know how to replace a star product in Industry Talks"},"content":{"rendered":"[et_pb_section fb_built=\u00bb1&#8243; theme_builder_area=\u00bbpost_content\u00bb _builder_version=\u00bb4.27.4&#8243; _module_preset=\u00bbdefault\u00bb][et_pb_row _builder_version=\u00bb4.27.4&#8243; _module_preset=\u00bbdefault\u00bb theme_builder_area=\u00bbpost_content\u00bb][et_pb_column _builder_version=\u00bb4.27.4&#8243; _module_preset=\u00bbdefault\u00bb type=\u00bb4_4&#8243; theme_builder_area=\u00bbpost_content\u00bb][et_pb_text _builder_version=\u00bb4.27.4&#8243; _module_preset=\u00bbdefault\u00bb theme_builder_area=\u00bbpost_content\u00bb hover_enabled=\u00bb0&#8243; sticky_enabled=\u00bb0&#8243;]<p style=\"text-align: justify;\">Ernesto Gonz\u00e1lez, CEO of Fidamc, a centre for R&amp;D&amp;I and training in composite materials, recently took part in some interesting conferences organised by <strong>Industry Talks<\/strong>, where he addressed one of the most complex and strategic issues for any large company: how to replace a star product.<\/p>\n<p style=\"text-align: justify;\">Under the provocative title \u2018How to kill your Cash Cow\u2019, Gonzalez exposed the difficulties that companies face when they have to replace a key product, those that define the identity of a brand and represent its biggest market share. Using examples such as Sony's PlayStation, McDonald's Big Mac or the Airbus A320, Ernesto highlighted how these \u2018cash cows\u2019, as defined by the BCG matrix, are both the engine of the company and a barrier to change.<\/p>\n<p style=\"text-align: justify;\">The talk focused on <strong>the need for anticipation<\/strong>: replacing an established product requires not only innovation, but also rigorous planning from different dimensions. To structure this process, Gonz\u00e1lez used the Balanced Scorecard approach, analysing the transition from four essential perspectives: market, finance, internal processes and people.<\/p>\n<p style=\"text-align: justify;\"><strong>Balanced Scorecard approach: market, finance, internal processes and people<\/strong><\/p>\n<p style=\"text-align: justify;\">From a <strong>market perspective<\/strong><strong>,<\/strong> he stressed the importance of launching products that respond not only to current but also to future needs, and warned about the time it takes for the new product to match the penetration of the previous one. In the aeronautics sector, for example, this process can take more than a decade.<\/p>\n<p style=\"text-align: justify;\">On the <strong>financial<\/strong>side, Ernesto stressed the need to prepare economic muscle years before making key decisions, as well as to foresee the negative impact that the announcement of a new product may have on orders for the current one.<\/p>\n<p style=\"text-align: justify;\">In terms of <strong>internal processes<\/strong>, organisational restructuring, coordination with the supply chain and the decision whether or not to overlap products are critical variables that directly influence the success of change.<\/p>\n<p style=\"text-align: justify;\">Last but not least, he discussed the role of <strong>people<\/strong> within the organisation, emphasising the need to strike a balance between those who support the current product and those who work on the development of the new one.<\/p>\n<p style=\"text-align: justify;\">With a clear, didactic approach and loaded with real examples, Ernesto Gonz\u00e1lez managed to offer a precise x-ray of the strategic dilemmas faced by large corporations on their way to sustainable innovation.<\/p>\n<p style=\"text-align: justify;\">If you want to watch Ernesto's full conference, we encourage you to visit the Industry Talks website, where the video with his complete intervention is already available: <a href=\"https:\/\/industrytalks.es\/ernesto-gonzalez-fidamc-tiene-que-haber-mucha-anticipacion-para-sustituir-un-producto-estrella\/\">https:\/\/industrytalks.es\/ernesto-gonzalez-fidamc-tiene-que-haber-mucha-anticipacion-para-sustituir-un-producto-estrella\/<\/a><\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section]","protected":false},"excerpt":{"rendered":"<p>Ernesto Gonz\u00e1lez, director general de Fidamc, centro de I+D+i y formaci\u00f3n en materiales compuestos, ha participado recientemente en unas interesantes conferencias organizadas por Industry Talks, donde abord\u00f3 uno de los temas m\u00e1s complejos y estrat\u00e9gicos para cualquier gran compa\u00f1\u00eda: c\u00f3mo sustituir a un producto estrella. Bajo el provocador t\u00edtulo \u2018C\u00f3mo matar a tu Cash Cow\u2019, [&hellip;]<\/p>","protected":false},"author":1,"featured_media":2045,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[9],"tags":[21,20],"class_list":["post-2048","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-eventos","tag-composites","tag-materiales-compuestos"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\r\n<title>Ernesto Gonz\u00e1lez, CEO de Fidamc, comparte claves estrat\u00e9gicas para saber sustituir un producto estrella en Industry Talks - FIDAMC<\/title>\r\n<meta name=\"description\" content=\"Bajo el provocador t\u00edtulo \u2018C\u00f3mo matar a tu Cash Cow\u2019, Gonz\u00e1lez expuso las dificultades que enfrentan las empresas cuando deben reemplazar un producto clave, aquellos que definen la identidad de una marca y representan su mayor cuota de mercado.\" \/>\r\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\r\n<link rel=\"canonical\" href=\"https:\/\/fidamc.es\/en\/ernesto-gonzalez-ceo-de-fidamc-comparte-claves-estrategicas-para-saber-sustituir-un-producto-estrella-en-industry-talks\/\" \/>\r\n<meta property=\"og:locale\" content=\"en_GB\" \/>\r\n<meta property=\"og:type\" content=\"article\" \/>\r\n<meta property=\"og:title\" content=\"Ernesto Gonz\u00e1lez, CEO de Fidamc, comparte claves estrat\u00e9gicas para saber sustituir un producto estrella en Industry Talks - 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