I finished my MBA in 1982. It was then that I started my academic career, thanks to the invitation extended to me by Prof. Pedro Nueno - to take part in the IESE Business School’s senate. After having spent 18 years teaching full-time, in 2000 I started doing it part-time.

In 1984 I obtained a Fulbright scholarship, which allowed me do my PhD Thesis on the service strategies of commercial banks. My work received the award for the best thesis finished in the United States in 1998, according to the Decision Science Institute.

I worked several years as a researcher for Harvard Business School, elaborating scientific material and participating in a research Project sponsored by Bell Communications.

Apart from lecturing at the IESE Business School, I have taught in the Achieving Breakthrough Service and the Advanced Management programmes at Harvard Business School.

As visiting professor, I regularly take part in programs of the ESMT (Germany), the ISEM Fashion Business School (Spain), Lovaine (Belgium) and Deusto Business School (Spain), as well as other prestigious business schools around the globe. Also, I collaborate with the corporate universities Bupa (United Kingdom), ISS (Denmark), Omnicom (United States), Telefónica (Spain), etc