What drives me professionally is to create value through research and evidence-based decision making.

About me

Over the last 20 years I have been department leader, entrepreneur, consultant, professor and researcher in Europe and Latin America. I have led an eighty-people team, started up a market research agency in Lima, taught in EADA Barcelona —a  top business school in the world— and worked with hundreds of founders from all over the globe. Besides my professional experience, I have training in business, sociology, and social psychology. This unique mix allows me to create value with accurate and actionable solutions.

Currently, I use my expertise to help entrepreneurs and companies in improving their performance through evidence-based decision-making.


In 2014 I got my PhD in Humboldt University of Berlin. In my dissertation I develop models testing how individuals’ motivational values interplay with countries’ regulatory and cultural context in explaining entrepreneurship. Instead of a joined reinforcing effect of both individual motivations and country pro-entrepreneurship features, I provide evidence of a compensatory effect. That is: personal motivations are more important for explaining entrepreneurship in less entrepreneurial cultures. Being as counterintuitive as it is, this finding provides more accurate directions for policy making and entrepreneurial education.

Being focused on market research in 2003, I decided to do a MBA to create more value to my clients. I got my MBA in EADA, a top-100 business school in the world.

I am passionate about social sciences. In the year 2008, I complemented my training as researcher with a Master in Research in Sociology in the University of Barcelona. In my master thesis I test the influence of postmaterialst values on entrepreneurship.  

I got my diploma (bachelors degree) in psychology in the Catholic University of Peru.

Teaching and Research

For a decade, I taught at EADA Business School in Barcelona, a top 100-business school in the world.  I was in charge of courses such as:

  • Entrepreneurship
  • Business plan development
  • Business research
  • Market research
  • Diversity management
  • Strategic HR processes.  

I was also affiliated professor at CENTRUM Business School, a top-5 business school in Latin America and one of the few in the world with the Triple Crown accreditation (AACSB, EFMD, AMBA).

Currently, I am Honorary Senior Lecturer at SUSSEX Business School in the Strategy & Marketing Department. 


Throughout my career, I have gained extensive experience in research. I regularly participate in international conferences and publish research articles about entrepreneurship. I am well-acquainted with qualitative and quantitative methodologies, cutting-edge statistic techniques and analytics/visualisation software such as R, SPSS, Mplus and Atlas.ti
I have also participated in international projects about entrepreneurship funded by the European Union (i.e. programmes Leonardo, Competitiveness and innovation framework, and Lifelong learning).