He specialises in social marketing and the management and governance of non-profit institutions. Before joining IE Business School, he was a professor at the Faculty of Communication at the University of Navarra. He has taught in the Executive MBA programmes that INCAE (Costa Rica) and IESA (Venezuela) have developed jointly with IE. He has been a visiting professor at the Universidad de los Andes (Colombia) and at the School of Business and Economics at the College of Charleston (South Carolina).
Author of numerous articles on marketing and social action published in the Journal of Philosophy of Management, Business Strategy Review, Business Horizons, Revista de Economía ICE del Ministerio de Economía, Harvard Deusto Business Review and others, he has also compiled part of his research in several books, including "La Imagen de las ONGDs" (Editorial IEPALA, 1998), "La Acción Social de la Empresa. El caso español y latinoamericano" (Prentice Hall-Financial Times, 2003), "Los Stakeholders y la Acción Social de la Empresa" (Marcial Pons Ediciones, 2007) and "Perlas en el Barro: la incorporación de la base de la pirámide de ingresos al sistema de libre mercado" (Marcial Pons, 2009).