Juan Serrano is Partner, responsible for Executive Development at Transforma – the ISA Group, a Spanish consulting company specializing in the area of management of services. He has provided consulting and training services for more than 50 corporate clients in Europe, the Americas and Africa. Prior to joining the ISA Group he worked as general manager of a construction company in the USA, and as general manager of a food company in Spain. He holds an MBA degree from the University of San Diego and a BA in Law from University of Navarra.

Professor Serrano is a regular visiting lecturer at a number of business schools in Europe, including IESE Barcelona, where he teaches courses related to the management of services and value creation. He is collaborating in major research activities with Luis Huete from IESE Barcelona, and they have jointly published a book, Services and Benefits.