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Xènia Viladàs: economist and MBA (Design Management), Xènia Viladàs was in turn director of the Barcelona Design Centre Foundation (BCD), head of the management area at the Escuela Superior de Diseño Elisava (Elisava School of Design) in Barcelona, and CEO of the Society for the Development of Design and Innovation (DDI), before starting up XVDMC (Xènia Viladàs Design Management Consultants), a design management consulting firm based in Madrid. Xènia has been a member of the Advisory Council of the Design Management Institute (DMI) since 2000 and is a founding member of the Centre for Research and Development in Industrial Design in Buenos Aires. She is currently working on a doctoral thesis on the value of design, under the supervision of professor Manuel Lecuona, at the Polytechnic University of Valencia. In addition to several articles in specialist magazines, she has published two books about design management and service design: Managing Design for Profits and Design at your Service, both published by Index Book and translated into English.