Experts gathered at the Madrid Chamber of Commerce emphasize information as key to internationalization in the face of the new era of tariffs.

 

 

The event, which featured top-level speakers from the business, finance, insurance, and communications sectors, sought to provide companies with tools for strategic decision-making in a volatile environment.

 

As host of the event, Ms. Elsa Salvadores Janssen, Deputy Director of the Chamber of Commerce, Industry and Services of Madrid, explained the objective of the session: "This morning we wanted to hold a session on information sources for internationalization and the power of information in the current context for decision-making. Decisions that are not easy in the current environment of geopolitics, risks, and economic fragility, and for which key information is necessary so that companies can anticipate and plan their international development and growth strategies."

 

The event took place on a day described as "momentous" and "historic" by several speakers, due to the Trump administration's announcement of new global tariffs. Mr. José María Alarcón, Head of International Business at Banco Santander, highlighted how external factors directly impact companies: "We have talked about geopolitics and international business, how all external or exogenous factors are affecting decision-making by companies (...) increasingly, these decisions have an impact on the bottom line."Alarcón recommended a thorough analysis of the external environment (political, economic, sociocultural, etc.) and warned about financial volatility: "Financial globalization must be considered an essential aspect (...) we are exposed to the volatility of the foreign exchange market". Referring to tariffs, he noted: "It will have repercussions in these markets. And we are already analyzing them this morning (...) we will see how the European Union and Spanish companies (...) will be able to defend their interests.".

 

In the same line, Mr. Ricardo Santamaría Burgos, Director of Country Risk and Debt Management at Cesce, described the day as a «tipping point» for international trade and, although surprised by the tariffs, noted that "The main loser in all of this will surely be the United States itself."He stressed the importance of reliable information in the face of prevailing uncertainty: "Uncertainty has become the only certainty (...) In this context, information is a crucial element for mitigating risks (...) At this moment we are also in a process in which misinformation is multiplying and therefore the quality of information and the information provided by official bodies is especially relevant".

 

The strategic role of communication was also a central focus. Mr. Enrique Armendariz, PhD in Communication Sciences and director of Armendáriz PR Company, he claimed: "In this complex world (...) it is important, perhaps more than ever, that companies use communication with a strategic vision and as a management tool that will help them position their products and brands in international markets."

 

Mr. Alfredo Urdaci, a journalist known to all for his long professional career, who also moderated a subsequent panel discussion, emphasized the need to go beyond current events and understand cultural particularities: “Spanish companies (…) still haven’t learned the lesson that extremely high-quality information has strategic value when they go abroad. I’m not just referring to knowledge of current events in a country, but also to its ways of being, its culture, its business practices, its traditions (…) knowing very well how these countries function culturally and in business is very relevant and makes the difference between success and failure.”. Therefore, he recommended "that companies should have close to their management committee (...) experts, specialists in communication, information and geostrategy."

 

From the specialized media, Mr. Luis San Miguel, editor of Empresa Exterior, described his environment as "the economic means of Spain's foreign business" and stressed "The relevance of the media as an asset for decision-making in exporting companies"He agreed on the historical significance of the day. "Today, April 3rd, is a historic day because it's unprecedented this century. There has never been a shift in international trade like the one brought about by the United States' announcements regarding its tariff policies (...) This has undoubtedly demonstrated that current events are crucial for businesses.".

 

Finally, Ms. Lucía del Valle Montero, Communications Director of the Forum of Renowned Spanish Brands, contributed the vision of the country's image and its interrelation with companies: "I've talked a bit about the two-way relationship between a country's image and the image of its companies. Ultimately, if the country is doing well, all of that benefits the entire Spanish business sector. And in turn, if there's a company that's performing exceptionally well in international markets, all of that helps and favors it (...) and that improves its internationalization."

 

The event, which had the collaboration of Cesce, Santander, Empresa Exterior and Armendáriz PR Company, and the special participation of the Forum of Renowned Spanish Brands, concluded by reaffirming the idea that, in an increasingly complex and uncertain global scenario, accurate information, geopolitical analysis, and well-targeted strategic communication are not only useful tools, but essential elements for the success and sustainability of Spanish business internationalization.