Entrepreneurship is often hailed as the engine of modern innovation, but true success is rooted in a mindset forged by education, real-world experience, and the courage to navigate ambiguity. Few voices are as authoritative on this subject as Prof. Dr. Margarita Núñez Canal, Professor of Business Administration and Chief Academic Officer.
With a multifaceted career spanning consulting, entrepreneurship, and higher education leadership, Prof. Núñez Canal is dedicated to preparing students for a volatile business landscape. Her research specializes in entrepreneurship education, digital transformation, and the integration of AI within academia. She has contributed extensively to the discourse on developing entrepreneurial competencies, digital literacy for educators, and the influence of social accelerators on purpose-driven ventures.
At the Nebrija Business & Technology School in Madrid, she spearheads academic initiatives designed to equip the next generation with the digital, entrepreneurial, and ethical skill sets required to thrive in a global economy.
In this exclusive interview with Online Result, Prof. Núñez Canal reflects on the evolution of entrepreneurship over the last decade. She explores how higher education is adapting to the AI revolution, the rising importance of social entrepreneurship, and why international immersion remains a pivotal step in a young professional's career development.
Online Result: Your career blends business expertise with academic rigor. How did your journey into entrepreneurship first begin?
Margarita Núñez Canal: My perspective is shaped by both sides of the coin: academic research and real-world practice. Early in my career, I worked as a consultant and launched my own venture. That hands-on experience taught me what it means to make high-stakes decisions under conditions of uncertainty with finite resources.
This background led me to view entrepreneurship not just as a career path, but as a vital field of study. I felt a profound drive to understand its mechanics, as I firmly believe entrepreneurship is the bedrock of sustainable economic growth and societal well-being.
Transitioning into academia allowed me to explore how we can cultivate this entrepreneurial mindset, encouraging more individuals to innovate and develop solutions for the most pressing challenges of our time.
Online Result: From your observations, how has the landscape evolved over the past decade?
Margarita Núñez Canal: Globally—and especially across Europe—we have seen a surge in attention toward entrepreneurship. While the U.S. has long held a distinct cultural affinity for the startup world, Europe has now shifted, fostering a much deeper appreciation for the entrepreneurial mindset and its role in job creation and problem-solving.
The combined forces of digitalization and globalization have been transformative. The consensus that technology and innovation serve as primary tools for solving societal issues has gained momentum, empowering talented individuals to tackle real-world challenges with greater impact.
We saw this trajectory in Silicon Valley, where companies like Google began as small ventures nurtured by emerging ecosystems. Today, we understand the massive scale those origins can reach.
Overall, the field has reached a level of maturity where it is rightfully recognized as a powerful mechanism for addressing complex social problems—a growth that has spurred the rise of social entrepreneurship, which I believe we are about to explore further.
Online Result: Before we delve into social entrepreneurship, I'd like to clarify a point. Do students generally arrive at university already versed in entrepreneurship, or is it a concept they discover during their studies?
Margarita Núñez Canal: Entrepreneurship doesn't emerge from a vacuum. Launching a successful venture requires a foundation of knowledge and experience built upon prior learning.
Undergraduate students often realize this quickly once they step into the classroom; building a business from scratch is incredibly difficult without the right theoretical frameworks and skills.
Global research suggests that successful founders often hit their stride around age 30. By then, they have a clearer understanding of their own strengths, passions, and the specific value they can contribute to society. This self-awareness directly informs the type of venture they pursue.
Students gradually discover that entrepreneurship is a discipline that requires rigorous preparation. Providing that knowledge and those conceptual frameworks is exactly what we strive to do in our academic programs.
Entrepreneurship does not come from a vacuum. If you want to become an entrepreneur and run your own business, you need knowledge. It is built on previous learning.
Online Result: You noted that many successful entrepreneurs start later in life. Is entrepreneurship education more effectively targeted at Master’s students or Bachelor’s students?
Margarita Núñez Canal: Two elements are essential for an entrepreneur. The first is personal attribute: the ability to embrace risk and navigate uncertainty. Leadership and teamwork are equally crucial. Some individuals identify these traits early, even as undergraduates.
Simultaneously, data consistently shows that higher levels of education correlate with higher probabilities of entrepreneurial success.
For this reason, Master’s degrees are invaluable, especially for those with an existing disciplinary background. An engineer, for instance, possesses strong technical knowledge; by layering that with studies in business management or data analytics, they can fully capitalize on their expertise.
This principle holds true across Law, Medicine, and other fields. Technology is now transversal—it permeates every sector. Building on your core education with specialized management and entrepreneurial training is key to strengthening both your professional knowledge and your mindset.
Online Result: Conversely, what should an 18- or 20-year-old expect from a Bachelor’s in Business? How does that differ from the experience of a Master’s student with professional history?
Margarita Núñez Canal: Choosing your field of study is a defining life decision. It shouldn't be governed by external expectations; rather, it should be rooted in a deep understanding of your own aptitudes and future vision.
For those still navigating their career interests, a business degree offers flexibility and a broad foundation that creates opportunities across a diverse array of industries.
For seasoned professionals pursuing a Master’s, the objective is different. I recommend selecting a program that acts as a catalyst for your existing background—one that expands your knowledge, sharpens your skills, and broadens your perspective.
International exposure is another critical component. Engaging with new cultures and diverse perspectives is profoundly transformative, offering immense personal and professional value.
Online Result: How does social entrepreneurship fit into the broader landscape? Is it limited to specific fields, or can it emerge everywhere?
Margarita Núñez Canal: It depends on the definition. At its heart, social entrepreneurship is purpose-driven rather than profit-driven. You’re building a business not merely for financial gain, but to actively address a social issue.
Over the years, I’ve interviewed many social entrepreneurs and have been struck by how they view enterprise as a powerful tool for solving global challenges.
Take Antonio Spinosa, for example—a prominent social entrepreneur in Spain. With his background in consulting and finance, he chose to leverage his skills for social good. After traveling to Ethiopia and working with local communities to tackle water scarcity, he created a water-based product brand that donates 100% of profits to regional water infrastructure projects.
Today, the company employs hundreds and centers its mission on building a stakeholder community focused on social impact rather than solely maximizing shareholder value.
Similar innovation exists in other sectors; for instance, engineers developing assistive applications for people with dyslexia. One such entrepreneur was inspired by his own experiences during his academic career to build solutions for others facing the same barriers.
Entrepreneurship is deeply linked to personal purpose. While some build companies for wealth—which is entirely legitimate if done ethically—others see it as a vehicle to address the problems they care about most.
Online Result: You can teach the mechanics of business, but social entrepreneurship often stems from a desire to give back. Is that teachable?
Margarita Núñez Canal: I believe every individual has their own purpose. We don't impose one, but we prioritize ethical leadership.
Our university, with its humanistic heritage, integrates ethics into every facet of our curriculum. We offer tools, case studies, and specialized workshops to empower those students who choose to pursue social entrepreneurship.
Our goal is to broaden our students’ perspectives and provide them with the frameworks to act on their purpose.
Online Result: You also research entrepreneurship in the digital age. How is AI specifically reshaping the landscape?
Margarita Núñez Canal: We are currently navigating a digital revolution driven by AI. It’s fundamentally reshaping job structures and prompting necessary ethical discourse.
Every technological leap brings both challenges and opportunities. We emphasize that our students seek out solutions through a responsible and positive lens.
If AI is doing the thinking for you, then you are not using it properly. If it provides information, supports your analysis and helps you think more effectively, then it becomes a valuable tool.
The current job market demands a blend of strong digital proficiency and ethical awareness. We urge students to leverage AI as a tool for analysis, not a replacement for independent thought.
In a professional setting, if you rely on AI to perform the work for you, you fail to develop your own capabilities. The real challenge—and opportunity—lies in utilizing these tools to amplify human creativity and critical reasoning. 
Online Result: Could you share an example of how students use AI correctly in class?
Margarita Núñez Canal: Yesterday, we were analyzing European entrepreneurial ecosystems. I asked the students to design prompts that would elicit high-value insights from AI.
One student proposed: “What are the best cities in Europe to start a business?” It was a great start. But then, we moved to the critical phase: How do you verify that information? How do you assess its reliability and relevance?
We teach them to formulate sophisticated prompts and to critically evaluate the output. They compare results across platforms like ChatGPT and Gemini, validating the information against credible external sources. That is what I consider a mastery of AI.
Online Result: How did you pivot your curriculum once AI became mainstream?
Margarita Núñez Canal: Every subject in our Master’s program now examines the disruptive impact of AI on that specific field, whether it’s finance, marketing, or human resources.
Simultaneously, we place heavy emphasis on “power skills”—specifically public speaking and critical thinking.
Students must present work, defend their reasoning, and persuade their peers. In an AI-dominated world, clear, human communication is becoming a definitive competitive advantage.
Critical thinking is equally vital. It brings us back to the fundamentals: articulate writing, independent reasoning, and expressive clarity. Organizations are searching for problem-solvers, not just those who can operate software.
Online Result: You mentioned that entrepreneurship demands risk. What specific risks should students be prepared to take in their professional paths?
Margarita Núñez Canal: Students should embrace stepping outside their comfort zones. Feeling lost or uncertain post-graduation is a perfectly normal part of the process.
They shouldn't fear moving to a new country or exploring uncharted territory. Professional growth is a long game, and you often only discover your true calling by actively experiencing new environments.
Taking the risk to go international, expand your network, and engage with diverse viewpoints is incredibly valuable for your future career.
Students should be willing to step outside their comfort zone. They should not be afraid to move to another country, try something new, or explore areas they are not yet sure about.
Online Result: We’ve covered how the field of entrepreneurship has shifted. As your campus is in Madrid, how has the city evolved over the last decade?
Margarita Núñez Canal: The transformation has been dramatic. You can walk down any street now and hear a multitude of languages. Having lived in London for years, I find that Madrid increasingly shares that international flavor while still maintaining its unique energy.
It has always been a vibrant city, but today it acts as a true global hub for talent and innovation.
Online Result: As someone born and raised in Madrid, how does this cultural melting pot influence your teaching?
Margarita Núñez Canal: It is essential. I studied abroad in my youth, long before constant connectivity, and that experience was pivotal in developing my global mindset.
Today’s Madrid reflects that same global perspective. Cultural diversity enriches the classroom environment, helping students develop the collaborative skills necessary for success.
Modern employers expect graduates to possess a global mindset. In an increasingly complex world, the ability to understand and work across cultures is a fundamental requirement.
Online Result: Where do international students in Madrid typically come from today?
Margarita Núñez Canal: Our university holds strong Spanish roots and is housed in historic Madrid buildings. While we have traditionally welcomed many students from Latin America due to the language, we have expanded our reach significantly.
Today, we offer an array of programs in English, attracting a diverse student body from Asia, Africa, and across Europe.
Online Result: Why is Madrid such a compelling destination for students seeking an international experience?
Margarita Núñez Canal: Where you choose to study is a vital decision. In my view, Madrid is exceptional for students—it is international, cosmopolitan, and abundant in opportunity.
The city seamlessly blends culture, business, entertainment, and innovation, perfectly aligning with the aspirations and lifestyle of young people in their early twenties.
I see the evidence of this shift every day on our campus: the city of my birth has officially transformed into a truly global environment.