Large Spanish cities collide with innovation: “Neither Madrid nor Barcelona know where they have to go” “The best in finance don't want to go to Madrid, but to London or New York, and those who want to build a strong industry think of Munich or Stuttgart, not Barcelona,” says Ramon Gras. The key to turning things around is the ability to create ecosystems in which not only industry and universities coexist, but also in which a bidirectional exchange of knowledge and technology occurs.