Niko Muñoz, PhD, teaches Digital Strategy, Digital Marketing, Product Development, and Entrepreneurship at ESCP Business School Madrid Campus. He is the Local Academic Di-rector of the Bachelor in Management and Entrepreneurship specialisation at MIM - Option E and MBA. He teaches bachelor’s and master’s in management, MBA in International Business, MSc in Marketing and Digital Media, and Digital Project Management and Con-sulting. For three decades as a practitioner, Niko Muñoz has specialised in digital business strategy, product development, and go-to-market. He awakened his interest in technology in the early 1980s when he was given his first computer—a Sinclair ZX Spectrum 64k. Niko has launched technology-related products and services in more than ten countries and acquired companies on three continents. Niko started his Digital Marketing tenure in 1996 at Electronic Arts, the leader in video games. In 1999, he joined Telefónica Group in the team that founded the internet division, where he managed the area of product development. In 2000, he founded Rumbo, a leading online travel agency. Between 2005 and 2015, Niko headed the Global Corporate Develop-ment and Innovation team at Havas Media Group. Since 2015, Niko has helped companies in corporate development and alliances at Inicia Corporate, an M&A boutique. Niko holds a PhD in Management from Universidad Pontificia de Comillas, a master’s in research from ICADE, an MBA from IESE Business School, and a Juris Doctor from the University of Navarra. He has been a part-time research fellow at IESE Business School and McDonough School of Business at Georgetown University. His research interests are digital business strategy, business models, and value proposition—integrated marketing management, digital media planning, and Branded Entertainment.