Entrepreneurship is often described as the engine of innovation, but behind every successful venture is a mindset shaped by education, experience, and the courage to act in uncertain conditions. Few people understand this balance better than Prof. Dr. Margarita Núñez Canal, Professor of Business Administration and Chief Academic Officer at Nebrija Business & Technology School, Nebrija University.
With a career that bridges consulting, entrepreneurship, and higher education leadership, Prof. Núñez Canal studies how universities can prepare students for a rapidly changing business environment. Her research focuses on entrepreneurship education, digital transformation, AI in higher education, and the development of entrepreneurial competencies. Over the years, she has published extensively on topics ranging from AI competencies in universities and digital skills among educators to the role of social accelerators in supporting social entrepreneurship.
At Nebrija Business & Technology School in Madrid, she leads programmes designed to equip students with the digital, entrepreneurial, and ethical skills needed in a global economy.
In this conversation with Studyportals, Prof. Núñez Canal reflects on how entrepreneurship has evolved over the past decade, why education plays a critical role in shaping successful entrepreneurs, and how universities are adapting to major technological shifts such as artificial intelligence. She also discusses the growing importance of social entrepreneurship, the skills students need in the AI era, and why international experience can be a defining step in a young professional’s journey.
Studyportals: Your career combines both business practice and academic research. How did your journey into entrepreneurship begin?
Margarita Núñez Canal: My perspective on entrepreneurship comes from both sides: the academic world and professional practice. I began my career as a consultant and also ran my own business. That experience allowed me to understand what it really means to make decisions in the real world, often in uncertain conditions and with limited resources.
Thanks to this experience, I came to understand that entrepreneurship is not only a professional path but also a fascinating field of study. I had a strong desire to understand it more deeply, because I believe entrepreneurship sits at the heart of economic growth and plays a key role in improving people’s well-being.
This is why I moved into academia: to understand how we can strengthen the entrepreneurial mindset in our societies and encourage more people to develop innovative solutions to real-world problems.
Studyportals: From what you've noticed, how have things changed during the past 10 years?
Margarita Núñez Canal: The whole world, particularly in Europe, started paying much more attention to entrepreneurship. The United States traditionally had a different cultural relationship with entrepreneurship, but in Europe, there is now much greater recognition of entrepreneurs, their mindset, their skills, and their role in society, especially in creating jobs and solving problems.
Digitalisation and globalisation have had a huge impact. The idea that technology and innovation are the ones that solve society’s problems became stronger. This focus on innovation gave many talented people the opportunity to start solving real challenges.
We could see this clearly in places like Silicon Valley. Some of us remember how companies like Google and others started on the ideas of just a few people, supported by accelerators and entrepreneurial ecosystems. Today, we know what it has become.
Overall, the field has evolved significantly and is now recognised as an important force in addressing social challenges as well. This development has also led to the rise of social entrepreneurship, which I believe we will discuss further.
Studyportals: Before we discuss social entrepreneurship, let’s clarify a key point. When students first enrol at university, are they already familiar with the concept of entrepreneurship, or do they usually discover it during their studies?
Margarita Núñez Canal: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.
Undergraduate students often realise this once they enter the classroom. It is very difficult to build a business out of nothing. You need knowledge, skills and frameworks.
Worldwide studies show that people who successfully start their own businesses are often around 30 years old. At that age, you usually understand better what you like, what you are good at, what your skills are, and what you can contribute to society. Based on that, you can identify the kind of business you want to start.
Students gradually discover that entrepreneurship requires preparation. Providing that knowledge and those frameworks is exactly what we try to do in our courses.
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.
Studyportals: You mentioned that many successful entrepreneurs tend to start their businesses later, often in their 30s. In that context, is entrepreneurship education more suited to Master’s students or Bachelor’s students?
Margarita Núñez Canal:If you want to become an entrepreneur, two elements are essential. The first relates to personal attributes. You should not be afraid of taking risks. You need to be comfortable facing uncertainty. Leadership abilities, or at least the capacity to work effectively in teams, are also important. Some people recognise these qualities early, even during high school or their undergraduate studies.
At the same time, research consistently shows that the more education people have, the greater their chances of becoming successful entrepreneurs.
For that reason, I believe Master’s degrees can play a very important role, particularly for students who already have a background in another discipline. Someone who studied Engineering, for example, already has strong technical knowledge. If they complement that with focused studies in business, management or data skills, they can fully leverage their previous education.
The same principle applies to other fields such as Law, Medicine or many others. Technology today is transversal. It influences every sector and every function within organisations. That is why it is important to build on your original studies with more specialised education in entrepreneurship, business and management, which helps strengthen both your knowledge and your entrepreneurial mindset.
Studyportals: On the other hand, what should an 18- or 20-year-old expect from a Bachelor’s degree in Business? And how does it differ from the experience of someone who joins a Master’s programme after gaining some professional experience?
Margarita Núñez Canal: Choosing what to study is one of the most important decisions you will make in life. It should not be based only on what others expect from you. It requires understanding what you are good at and how you imagine your future.
For students who are still exploring their direction, business degrees can be a very good option. They are flexible and provide a broad foundation that allows graduates to work across many industries and sectors.
For those who already have professional experience and are considering a Master’s degree, the goal is different. In that case, I recommend choosing a programme that complements your existing background. It should expand your knowledge, strengthen your skills and broaden your perspective.
Another important element is international exposure. Studying in another country, meeting new people and experiencing different cultures can significantly broaden your mindset. These experiences are extremely valuable, both personally and professionally.
Studyportals: How does social entrepreneurship fit into the broader entrepreneurial landscape? Is it more common in certain fields, or can it emerge across different disciplines?
Margarita Núñez Canal: It depends on how we define social entrepreneurship. At its core, social entrepreneurship is driven by purpose rather than profit. You build a business not only to generate income, but to address a social problem.
Over the years, I have had the opportunity to interview many social entrepreneurs. What I found particularly interesting is how they use enterprise as a tool to tackle what they see as real global challenges.
One example is Antonio Spinosa, a well-known social entrepreneur in Spain. He had the skills to pursue a traditional career in consulting or finance, but he felt a strong social commitment. He travelled to Ethiopia and worked with NGOs and local communities to address water-related issues. Eventually, he created a business built around a water-based product and a brand where 100% of the profits are directed towards solving water problems in that region.
Today, the company employs hundreds of people. Its purpose is not to maximise shareholder value, but to build a community of stakeholders working together to solve a real social issue.
I have seen similar examples in other fields. Engineers, for instance, have developed applications to support people with dyslexia. In one case, the entrepreneur himself had experienced dyslexia during school and university. That personal experience inspired him to build a company that could help others facing the same challenge.
In many ways, entrepreneurship is closely connected to personal purpose. Some people start companies primarily to earn money and build wealth, and that is also legitimate, as long as it respects legal and ethical principles. But for others, entrepreneurship becomes a way to create solutions for problems they care deeply about.
Studyportals: You can teach people how to build a business. But social entrepreneurship is about giving to others. Can that be taught?
Margarita Núñez Canal: I believe everyone has their own purpose in life. You do not need to impose it. But we strongly emphasise ethics.
Our university has a heritage rooted in humanism, and we integrate an ethical perspective into our courses. We provide tools, case studies and workshops, some specifically focused on social entrepreneurship, for students who want to follow that path.
We try to open students’ minds and give them the frameworks to act on their purpose.
Studyportals: You also research entrepreneurship in the context of digital society. How are technologies such as AI transforming the entrepreneurial landscape?
Margarita Núñez Canal: We are living through what could be described as a new industrial revolution, or more precisely, a digital revolution driven by AI. It is reshaping almost everything, from the structure of jobs to the ethical questions we must consider.
Every new technology brings opportunities, but it also creates new challenges. We teach students to look for solutions that have a positive and responsible perspective.
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.
Today’s job market increasingly requires strong digital skills. At the same time, these skills must be combined with ethical awareness. We emphasise that students should learn to use AI in the right way. 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 same principle applies in companies. If AI simply replaces your contribution and you do not add value, then you are not developing your professional capabilities. The real challenge is learning how to use these technologies to enhance human thinking and creativity. 
Studyportals: Can you share an example of how students use AI correctly during a class project?
Margarita Núñez Canal: Just yesterday we analysed entrepreneurial ecosystems in Europe during class. I asked the students what prompts they would use with AI to obtain useful answers.
One student suggested asking: “What are the best cities in Europe to start a business?” That was a good starting point. But the key questions come next: How do you verify that information? How do you know it is reliable and relevant?
We teach them to formulate good prompts and to critically assess the answers. They compare responses across tools such as ChatGPT and Gemini and verify information against other sources. That's what I consider a correct way to use AI.
Studyportals: How did you adapt your curriculum once AI became widely accessible?
Margarita Núñez Canal: Every subject in our Master’s programme now reflects on how AI is impacting that specific field, whether finance, marketing, or human resources.
At the same time, we place a strong focus on what we call “power skills”, particularly Public Speaking and Critical Thinking.
Students are expected to present their work, defend their ideas and convince others. In the age of AI, the ability to communicate clearly is becoming one of the most important skills.
Critical thinking is equally essential. In many ways, this also means returning to the fundamentals: writing clearly, expressing ideas effectively and thinking independently. Companies are looking for people who can think creatively and solve problems, not simply operate tools.
Studyportals: You mentioned earlier that entrepreneurship involves dealing with uncertainty and being willing to take risks. What kinds of risks should students be prepared to take in order to shape their professional path?
Margarita Núñez Canal: Students should be willing to step outside their comfort zone. After finishing university, many people feel uncertain or lost, and that is completely normal.
They should not be afraid to move to another country, try something new, or explore areas they are not yet sure about. Life is long, and often you only discover what you truly like or dislike by experiencing it.
Taking the risk to go international, meet new people and open your mind to different perspectives can be extremely valuable for shaping your future.
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.
Studyportals: We discussed how the field of entrepreneurship has changed, and how your programmes have evolved. Your campus is based in Madrid. How has your city changed during the past decade?
Margarita Núñez Canal: It has changed dramatically. Today, you walk down the street and hear many different languages. I lived in London for several years, and now Madrid increasingly feels similar in its international character, while still maintaining its own unique energy.
It has always been a lively city, but today it attracts people from all over the world.
Studyportals: As someone who grew up in Madrid, how does this growing mix of cultures influence the way you teach?
Margarita Núñez Canal: It is absolutely essential. I studied abroad when I was young, before smartphones and constant connectivity. That experience played a major role in shaping my global mindset.
Today, Madrid reflects that same global perspective. Cultural diversity brings different viewpoints into the classroom and helps students develop stronger problem-solving skills.
Companies increasingly expect graduates to have a global mindset. In a complex world with constant challenges, the ability to understand different cultures has become a fundamental requirement for success.
Studyportals: Where do the international students studying in Madrid typically come from today?
Margarita Núñez Canal: Our university has strong Spanish roots and is located in historic buildings in Madrid. Traditionally, we have welcomed many students from Latin America, as we teach in Spanish.
Today, however, we offer many programmes in English and attract students from across the world, especially from Asia, Africa and other European countries.
Studyportals: Why do you think Madrid is such an attractive destination for students looking for an international study experience?
Margarita Núñez Canal: It is very important where you choose to go. From my perspective, Madrid is a fantastic city for students. It is international, cosmopolitan and full of opportunities.
Every year, more students arrive from around the world. Madrid offers culture, business, entertainment and innovation. It matches the expectations of young people in their early twenties.
I see it every day on campus. The city where I was born has transformed into a truly global environment.
