Executives from Guatemala’s Leading Agricultural Company Agrocentro S.A.

Explore Korean Business Innovation at Korea University 

Korea University Business School’s Executive Education Center (KU EEC) successfully concluded the “2025 Agrocentro S.A. Executive Learning Experience Study Tour,” a five-day program held from September 1–5 in collaboration with Guatemala’s leading agricultural company, Agrocentro S.A. 

Founded in 1981, Agrocentro S.A. provides crop protection solutions such as herbicides, fungicides, and fertilizers, and has expanded its operations across Central America. A total of 11 participants joined the program, including 10 senior executives and one guest. Tailored to the company’s needs, the program focused on strengthening capabilities in competitive strategies for large corporations, business analytics for data-driven decision-making, and strategic applications in the age of AI.  

On the first day, a welcome dinner was held at Cuckoo Hall on the 6th floor of the LG-POSCO Building at Korea University Business School. Associate Dean Gangseog Ryu introduced the professors who would lead the five-day program, creating a warm and welcoming atmosphere. In response, a representative of Agrocentro S.A. thanked the hosts for the warm welcome and raised a toast with “Salud!” to successful cooperation between the two sides. 

At the dinner, Associate Dean Ryu highlighted that Korea University Business School was the first of its kind in the nation and boasts a strong alumni network. He added, “It is significant that for 14 consecutive years, HR managers of Korea’s top 300 companies have named Korea University Business School the most preferred university,” and shared KU’s pride with the words, “Once Korea University, Forever Korea University.” 

The following five days featured an intensive learning program. Across eight lectures, participants explored essential topics for future business, including Digital Transformation Strategies, Innovate with Purpose: Sustainability Strategy, and AI Applications in Business. They also gained practical insights into Business Analytics and Data-Driven Decision Making, Creating Firm Value through Customer Value, Supply Chain Management in the New Normal Era, and Innovation and Competitive Strategy, enhancing their ability to adapt to the changing global business environment. 

The faculty praised the participants’ dedication and enthusiasm. Professor Gunwoong Lee noted, “In the ‘AI and Big Data Utilization’ session, I witnessed the executives’ remarkable focus and their determination to apply the concepts in practice. Watching them immediately discuss decision-making approaches and plans for investing in human and technological resources, I clearly understood why Agrocentro has grown into a global company.” He went on to say, “I was also impressed by the many cultural similarities between Guatemala and Korea, and by how the younger generation there has warmly embraced Korean culture, including K-pop.” 

Professor Jaemin Lee noted, “The executives applied the lecture content directly to their work and engaged in lively, forward-looking discussions,” expressing hope for continued exchanges in the future. Professor Jang-hyuk Lee remarked, “It was especially noteworthy that, while operating in a B2B industry, they were also actively integrating new IT technologies from the B2C sector.” 

Professor Min-jung Kim emphasized, “What stood out most was how participants openly shared the strategic challenges their company faces and explored solutions together, turning the lecture into a platform for collaborative problem-solving.” She added, “This moment underscored the core value of Executive Learning — the power to translate knowledge into real-world impact.” 

In addition to the classroom sessions, participants toured Korea University’s Seoul Campus and experienced its vibrant academic culture. On September 4, they attended a seminar at Hyundai Motor Company’s Gangnam office, visited the UX Studio and Naver headquarters to see innovation at leading global companies firsthand, and later toured the National Museum of Korea to gain deeper insight into the country’s rich history and culture. Participants said they were deeply impressed by the dynamic growth of Korean companies on the global stage and the grandeur of the National Museum. 

The farewell ceremony took place on the final day in Room 209 of Hyundai Motor Hall, where certificates of completion and commemorative gifts were presented. While some participants had previously visited Korea once or twice, this was their first time visiting Korea University. Notably, Mr. Jose Rodolfo Perez Penabad, who once lived in Korea and is married to a Korean, joined the study tour with his son, Ignacio Perez Kim, which particularly stood out.  

Mr. Jose Rodolfo Perez Penabad said, “As someone already familiar with Korea, I suggested visiting Korea University,” adding, “It was truly meaningful to experience firsthand the prestige of Korea’s top university.” He noted that they take part in short-term overseas programs every two years—having chosen Madrid, Spain in 2023, Korea University this year, and planning to visit the UK or China in 2027. 

The Agrocentro executives expressed heartfelt gratitude for their time at Korea University. “Our program at Korea University was truly world-class, and the outcomes greatly exceeded our expectations,” they shared. “Thanks to the thoughtful hospitality, warm welcome, and excellent organization, this was a highly enriching and memorable experience.” They added, “We look forward to maintaining ongoing exchanges with Korea University until the next opportunity for collaboration.” 

This program is part of the “Study Tour” series operated by Korea University Executive Education Center, enabling executives from overseas universities, companies, and institutions to learn firsthand about Korea’s latest management strategies and innovation practices. Each year, Korea University Business School collaborates with global corporations and universities to provide customized short-term programs, positioning itself as a hub for global business education. 

In October, BMI Brussels ASBL and SKOLKOVO will visit Korea University, followed by the Chinese University of Hong Kong in November. These exchanges are expected to further expand the school’s global cooperation network.