Juan José Roca: “Competent information is essential to internationalize a Company»


Juan José Roca is one of the 20 approved consultants of International Diagnosis of Andalusian Agency for Foreign Promotion (Extenda) for 9 years and director of courses of the School of Industrial Organization (EOI) of Spain for 20 years. He defines himself in his WhatsApp profile as a roadrunner and, no wonder because he teaches courses throughout Andalusia, Europe, and South America. If you want to Internationalize your company, this interview interests you …


When it comes to internationalizing a company, information is paramount …

Especially to choose the market in which to enter, since of the potentially possible for the company, you will have to choose one. Therefore, it is essential to gather the necessary information and have competent sources.

Where can companies go to learn about internationalization?

Today the main problem is the excess of information. Therefore, they have to look for sources of trust and sift through the important data to approach the market. The good sources in Spain are the Foreign Trade Institute (ICEX), Extenda and some private organizations such as Iberglobal.

Are there subsidies for internationalization projects?

There are supports, not only financing but also information. Companies can get direct information at the sales offices of Exenta or the ICEX. For example, Extenda Diagnóstico offers consultancy support for a minimum cost for the company, which does not reach 300 euros.

“Today the main problem is the excess of information. For this reason, it is necessary to look for sources of trust and to sift through the important data to approach the market”


What kind of help do companies get when they go to an Extenda Internationalization Consultant?

They get an analysis of the possibilities of internationalization of the company and the definition of its areas of improvement. My work with the company lasts 3 months, in which I have 3 or 4 meetings with the entrepreneur and people of the organization of interest for the project. At the end of this period, they are given a report that analyzes the potential for internationalization, what they do well and what they should improve or change. In addition, we select the most suitable market for them based on the product they sell. We also provide a two-year strategic mini-plan, with recommended actions, to what type of fairs they should attend, etc.

You are also director of the internationalization program of the School of Industrial Organization. What is your main objective?

Help companies that have never had an international activity to start it; improve the internationalization of those that have started the activity abroad and consolidate the internationalization of those that have already taken time.

What courses do you teach at the EOI?

The courses focus on entrepreneurship, internationalization, environment, and digitalization.


And to whom are these courses and masters directed?

To anyone who wants to internationalize a company and the brands that are already out. Sometimes the manager of International and sometimes the entrepreneur comes. If there are places, both the entrepreneur and company staff can come.

Currently, you are going to coordinate an agro-food marketing course in El Ejido (Almería) …

In the course we teach in El Ejido, we want to make more competitive for the market unemployed people under 30 years, as part of the Government Youth Guarantee Plan.

The EOI maintains institutional alliances with other countries. What does it bring?

Thanks to these agreements, the School is present in other markets such as the South American one. In my case, I have directed projects with the Dominican Republic. Students can train online and come here to spend some time.

Artículo: Carmen Cerezuela

Link: Fuente Original