Metaphorically speaking, Manuel Becerra puts on a different hat for each of his three activities - teaching, research and consulting - for he believes that they should all be approached differently.
"There is certainly some overlap," he says. "But a researcher needs to think through assumptions and hypotheses. A teacher must convey ideas in clear ways. And a consultant must help solve problems for business. So we have three audiences. We should be proficient in communicating with all three and they require different approaches."
An important audience for the business school professor consists of the readers of academic journals, and Prof Becerra has contributed to publications such as the Academy of Management Review, Management International Review and Organization Science.
However, material developed through writing, research, consulting and teaching can be applied elsewhere, and Prof Becerra's knowledge of corporate strategy, internationalization and organisational processes means that he is now highly valued by leading companies as a professor for their executive programmes.
But again, he says that dealing with top executives is very different from the MBA classroom experience. "In the MBA, like most of the faculty here, I teach a lot of theory through cases," he explains. "But top executives don't want theory - they want you to help solve their specific problems."
PhD in Strategic Management, University of Maryland, College Park, USA.
MSc in Management, University of Southern California, Los Angeles, USA.
Degree in Economics and Business Administration, Universidad Complutense de Madrid, Spain.
Head of School, Marketing and Management, Adelaide Business School The University of Adelaide, since September 2014
Professor of Strategic Management and International Management, Instituto de Empresa, Spain, 1999 to present
Visiting Professor, Fudan University, Shanghai, China, 1999 to 2002
Associate Professor of Strategy and International Management, Norwegian School of Management, Norway, 1998 to 1999