Since 2007, Professor Mu\u00f1oz-Seca is involved in a research initiative to provide a new and comprehensive approach in the management of cultural institutions from a business point of view.\u00a0She is the Academic Director of the Arts Management Program, together with Professor Josep Riverola, a course that provides a distinct methodology for examining the resources, the mission, opportunities and challenges of cultural institutions. The program has been running in Madrid for the last three years and will be offered in New York in April 2012, in collaboration with National Arts Strategies.<\/p>\n
As a result of this four-year research Prof. Mu\u00f1oz-Seca has also edited a book entitled When Business Meets Culture: ideas and experiences for mutual profit (Palgrave, 2011), together with seven colleagues from IESE Business School.<\/p>\n
Prof. Mu\u00f1oz-Seca is currently working on service design in the performing arts, a rarely explored subject in arts and cultural organizations, trying to answer different questions such as: How does the approach to service and the complete experience created for the audience fuel or foil the organization\u2019s mission, artistic objectives, and financial opportunities? How can experience design be integrated into the core strategic vision of a cultural organization?<\/p>\n