ASEBUSS

𝐇𝐨𝐰 𝐝𝐨 𝐜𝐨𝐦𝐩𝐚𝐧𝐢𝐞𝐬 𝐜𝐫𝐚𝐟𝐭 𝐚𝐧𝐝 𝐞𝐱𝐞𝐜𝐮𝐭𝐞 𝐬𝐭𝐫𝐚𝐭𝐞𝐠𝐢𝐞𝐬 𝐭𝐡𝐚𝐭 𝐥𝐞𝐚𝐝 𝐭𝐨 𝐬𝐮𝐬𝐭𝐚𝐢𝐧𝐚𝐛𝐥𝐞 𝐜𝐨𝐦𝐩𝐞𝐭𝐢𝐭𝐢𝐯𝐞 𝐚𝐝𝐯𝐚𝐧𝐭𝐚𝐠𝐞?

This was the focus of the second session of the 𝐒𝐭𝐫𝐚𝐭𝐞𝐠𝐲 𝐚𝐧𝐝 𝐭𝐡𝐞 𝐁𝐮𝐬𝐢𝐧𝐞𝐬𝐬 𝐄𝐧𝐯𝐢𝐫𝐨𝐧𝐦𝐞𝐧𝐭 𝐜𝐨𝐮𝐫𝐬𝐞 in the ASEBUSS Executive MBA program, led by Prof. Robert Maftei.

The discussion connected strategic thinking with real entrepreneurial experience through the contribution of our guest speaker, Cosmin Cosma — ASEBUSS alumnus, Founder of Finqware, and President of the Romanian Fintech Association.

Cosmin shared insights from his entrepreneurial journey and from the fintech ecosystem, highlighting how innovation, open banking, and technology can reshape access to financial services and create new sources of competitive advantage.

His perspective added a valuable real-world layer to the concepts discussed in class, helping Executive MBA students connect strategy frameworks with the realities of building and scaling a business in a dynamic environment.

Thank you, Cosmin, for returning to ASEBUSS and for sharing your experience with our EMBA participants!

The International Residency in Atlanta included an engaging and thought-provoking session led by Denish Shah, Ph.D., Professor of Marketing and Adjunct Professor of the Institute for Insight, at Georgia State University - J. Mack Robinson College of Business.

The course on 𝐂𝐡𝐚𝐥𝐥𝐞𝐧𝐠𝐞𝐬 & 𝐎𝐩𝐩𝐨𝐫𝐭𝐮𝐧𝐢𝐭𝐢𝐞𝐬 𝐢𝐧 𝐃𝐢𝐠𝐢𝐭𝐚𝐥 & 𝐒𝐨𝐜𝐢𝐚𝐥 𝐌𝐞𝐝𝐢𝐚 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 offered our EMBA participants a highly relevant perspective on how digital platforms, data, AI, and shifting consumer behavior are reshaping the way organizations communicate, compete, and create value.

In a business environment increasingly defined by digital transformation and rapidly changing market dynamics, the session explored why brands need to go beyond tools and channels — and develop a deeper understanding of relevance, authenticity, audience engagement, and strategic adaptation.

Professor Shah brought together academic rigor and real-world perspective, helping participants reflect on the evolving relationship between technology, consumer behavior, digital platforms, and business strategy in an increasingly connected world.

Thank you, Professor Denish Shah, for an insightful and thought-provoking session at Georgia State University - J. Mack Robinson College of Business, as part of the ASEBUSS Executive MBA International Residency.

Vineri 22 mai am avut o nouă ocazie de a aduce împreună comunitatea ASEBUSS și invitați din mediul de business, într-un cadru exclusivist de dialog și networking, la evenimentul The Adaptive Organization: Strategic Choices for the Next Competitive Era.

Alături de Cerasela Baiculescu, CEO IBM Romania & Moldova, și Nicoleta Forfota, Corporate Bank Head, Citi Romania, într-o conversație moderată de Prof. Ovidiu Dimbean-Creta, am discutat despre alegerile strategice care pot ajuta organizațiile să rămână competitive într-un mediu în continuă schimbare.
Printre temele abordate s-au numărat productivitatea, viteza deciziei, AI, suveranitatea datelor, adoptarea schimbării și nevoia de a integra tehnologia în cultura organizațională, nu doar în proiecte punctuale.

Dintre concluziile discutiei, adoptarea schimbării nu mai este doar un concept de management, ci o realitate concretă. Pentru a rămâne competitive, organizațiile trebuie să anticipeze nevoile clienților, să integreze tehnologia în cultura lor și să privească datele, AI-ul și digitalizarea ca parte din strategia de ansamblu, nu ca proiecte punctuale.

O idee care a rămas cu noi: organizațiile adaptive sunt cele care reușesc să transforme incertitudinea în parte firească a modului în care gândesc, decid și acționează.

Mulțumim speakerilor pentru perspectivele împărtășite, IBM Romania pentru găzduire și tuturor participanților pentru contribuția la dialog!

𝐀 𝐮𝐧𝐢𝐪𝐮𝐞 𝐢𝐧𝐭𝐞𝐫𝐧𝐚𝐭𝐢𝐨𝐧𝐚𝐥 𝐥𝐞𝐚𝐫𝐧𝐢𝐧𝐠 𝐞𝐱𝐩𝐞𝐫𝐢𝐞𝐧𝐜𝐞 𝐰𝐢𝐭𝐡𝐢𝐧 𝐭𝐡𝐞 𝐄𝐱𝐞𝐜𝐮𝐭𝐢𝐯𝐞 𝐌𝐁𝐀

One of the highlights of the 𝐈𝐧𝐭𝐞𝐫𝐧𝐚𝐭𝐢𝐨𝐧𝐚𝐥 𝐑𝐞𝐬𝐢𝐝𝐞𝐧𝐜𝐲 in Atlanta was the academic session led by Professor Evaristo Doria, Senior Lecturer at the Institute of International Business, J. Mack Robinson College of Business, Georgia State University.

With remarkable energy and a highly interactive teaching style, Professor Doria challenged our Executive MBA participants to look beyond the immediate “noise” of the business environment and identify the signals that may shape what comes next. The session became a dynamic conversation about uncertainty, disruption, and how leaders can prepare their organizations for emerging shifts.

The experience was further enriched by a guest contribution from Jeasy Sehgal, Professor of Practice at Georgia State University’s Creative Media Industries Institute. An internationally acclaimed filmmaker and emerging technology specialist, he brought a fascinating perspective on virtual production, digital humans, AR/VR/MR solutions, simulations, and how immersive technologies are changing the way we imagine and design future experiences.

This is the value of the International Residency: access to relevant academic insight, direct interaction with inspiring faculty, and exposure to ideas that help leaders better understand the future of business.

𝐕𝐢𝐧𝐞𝐫𝐢 𝟐𝟐 𝐦𝐚𝐢, 𝐍𝐢𝐜𝐨𝐥𝐞𝐭𝐚 𝐅𝐨𝐫𝐟𝐨𝐭𝐚 𝐯𝐚 𝐟𝐢 𝐬𝐩𝐞𝐚𝐤𝐞𝐫 𝐥𝐚 𝐞𝐯𝐞𝐧𝐢𝐦𝐞𝐧𝐭𝐮𝐥 𝐓𝐡𝐞 𝐀𝐝𝐚𝐩𝐭𝐢𝐯𝐞 𝐎𝐫𝐠𝐚𝐧𝐢𝐳𝐚𝐭𝐢𝐨𝐧: 𝐒𝐭𝐫𝐚𝐭𝐞𝐠𝐢𝐜 𝐂𝐡𝐨𝐢𝐜𝐞𝐬 𝐟𝐨𝐫 𝐭𝐡𝐞 𝐍𝐞𝐱𝐭 𝐂𝐨𝐦𝐩𝐞𝐭𝐢𝐭𝐢𝐯𝐞 𝐄𝐫𝐚.

As Corporate Bank Head at Citibank Europe - Romania Branch, Nicoleta Forfota is part of the franchise management team. She is responsible for driving the overall performance and engagement with corporate names, public sector and financial institutions. Nicoleta is also in charge with managing the local Corporate Bank team and is a liaison for Citi partners based in other geographies with whom she fosters a close cooperation.

Nicoleta joined Citi’s local Banking Capital Markets and Advisory team in 2018 as a Senior Banker, with a previous professional track record of 16 years in the sector. On the back of an extensive experience of over 25 years in managing relationships with local corporates and public sector companies, Nicoleta became the Corporate Banking Head for Citi Romania in May 2023. Her expertise spans Client Coverage & Credit, Capital Markets Origination, Transaction Services, Business Strategy and Risk. She has a wide sectorial focus anchored around Energy, Infra, Telecom & Technology, Retail and Real Estate, with a continued engagement across the Public Sector space and Financial Institutions. Nicoleta has a vast transactional track record and was part of cross border teams, working amongst other on all recent trades executed by Citi in Romania, including M&A, Equity & Debt Capital Markets. Prior to joining Citi, she worked at UniCredit Bank and ING Bank.

Nicoleta holds an International Business diploma from the Academy of Economic Studies (2002) and is an EMBA graduate with ASEBUSS in partnership with Kennesaw State University / Atlanta (2018).

𝐂𝐞𝐫𝐚𝐬𝐞𝐥𝐚 𝐁𝐚𝐢𝐜𝐮𝐥𝐞𝐬𝐜𝐮, 𝐂𝐨𝐮𝐧𝐭𝐫𝐲 𝐆𝐞𝐧𝐞𝐫𝐚𝐥 𝐌𝐚𝐧𝐚𝐠𝐞𝐫, 𝐈𝐁𝐌 𝐑𝐨𝐦â𝐧𝐢𝐚 & 𝐌𝐨𝐥𝐝𝐨𝐯𝐚

Cu o experiență de peste 20 de ani în industria IT, Cerasela Baiculescu conduce operațiunile IBM în România și Moldova din noiembrie 2022. În această poziție, este responsabilă de strategia de creștere a companiei, de consolidarea relațiilor cu clienții și de promovarea inovației prin tehnologii emergente precum inteligența artificială și cloud-ul hibrid.
Absolventă a programului Executive MBA de la ASEBUSS Business School, Cerasela a declarat că această experiență i-a oferit mai multă încredere în luarea deciziilor și o mai mare ușurință în gestionarea problemelor complexe, într-un mediu în care agilitatea este esențială pentru a rămâne competitiv.
În martie 2026, a fost realeasă Vicepreședinte al Consiliului Director al AmCham România, reflectând angajamentul său față de dezvoltarea mediului de afaceri local.
Cerasela este o voce influentă în domeniul tehnologiei, participând ca speaker la evenimente internaționale și promovând colaborarea între sectorul privat și public pentru a accelera digitalizarea și competitivitatea economică.

Pe 𝟐𝟐 𝐦𝐚𝐢, Cerasela Baiculescu va fi speaker la evenimentul 𝐓𝐡𝐞 𝐀𝐝𝐚𝐩𝐭𝐢𝐯𝐞 𝐎𝐫𝐠𝐚𝐧𝐢𝐳𝐚𝐭𝐢𝐨𝐧: 𝐒𝐭𝐫𝐚𝐭𝐞𝐠𝐢𝐜 𝐂𝐡𝐨𝐢𝐜𝐞𝐬 𝐟𝐨𝐫 𝐭𝐡𝐞 𝐍𝐞𝐱𝐭 𝐂𝐨𝐦𝐩𝐞𝐭𝐢𝐭𝐢𝐯𝐞 𝐄𝐫𝐚, eveniment gazduit de IBM HQ Romania si moderat de Ovidiu Dimbean-Creta!

La evenimentul „Leadership în era tranziției”, organizat de Revista Cariere, discuțiile de astăzi au fost despre provocările reale ale liderilor într-o perioadă în care AI-ul, schimbările rapide și noile așteptări ale echipelor rescriu modul în care lucrăm și conducem organizații.

Ne-am bucurat să revedem alumni ai școlii, atât printre speakeri, cât și în audiență — mereu este plăcut să îi regăsim în conversațiile relevante pentru mediul de business.

Felicitări Revista CARIERE pentru organizare și pentru un dialog actual, echilibrat și necesar.

Our 1st year Executive MBA students started the Strategic Management course with Professor Robert Maftei, in a session dedicated to strategic thinking, competitive differentiation, and the way organizations build long-term advantage.

The course addressed an essential question for every leader: how do you distinguish an ambitious aspiration from a real strategy? Broad objectives, competitor imitation, or operational efficiency may support an organization’s activity, but they are not enough to create a strong market position.

Through concepts such as The Red Queen Effect and the Value Stick, Professor Robert Maftei offered participants concrete frameworks for understanding the dynamics of competitive advantage — from the risks of markets where organizations continuously copy one another, to the strategic choices through which a company can increase customers’ willingness to pay or optimize costs.

The session was enriched by the perspective of Burak Yildiran, a business leader with extensive executive experience in banking, technology, and operations, including roles such as CEO of Patria Bank, COO of TotalSoft, Deputy General Manager of Garanti Bank Romania, and later responsibilities within Garanti Group in HR and Cash Management.

Drawing on his own business experience, Burak shared how the Balanced Scorecard, a well-known strategic management tool, can be used not only to align organizational objectives, but also as a framework for clarity, prioritization, and personal development.

Thank you, Burak for joining our EMBA participants and for bringing such a valuable executive perspective!