معرفی
Macarena Cuenca Amigo is an Associate Professor at the Deusto Business School, where she lectures on Strategy and Business Organisation. She holds a PhD in Leisure & Human Development and contributes to the research team at the University of Deusto's Leisure Studies Institute. Her primary research focus is cultural audience development, explored through her doctoral thesis and collaborative projects.
Amigo actively engages in European and domestic research initiatives, notably coordinating the Erasmus+ (Knowledge Alliances) CONNECT project as the University of Deusto's lead. Her scholarly contributions appear in journals like Arts Management, Law, and Society and Museum Management and Curatorship. She transfers knowledge to the cultural sector via seminars and workshops, authoring the DEUSTO Social Impact Briefings publication "Becoming an audience-centred organisation. Guidelines for developing an audience approach at cultural organisations".