Associate Professor
Expertise
Biography
Margarita Cruz, PhD in Economics, is an Assistant Professor of Strategic Management and Entrepreneurship at EHL. Margarita’s research lay at the intersection between organizational theory and entrepreneurship, with a particular focus on the role of authenticity on entrepreneurial outcomes such founding of new organizations and introduction of new products.
During her doctoral studies, Margarita has also been a visiting PhD student at Robert H. Smith Business School, University of Maryland (2015-2016), thanks to the competitive Fellowship for most promising candidates granted by the Swiss National Science Foundation. In her research, Margarita is passionate about breweries, restaurants, and luxury hotels.
In the classroom, Dr Cruz likes to bring state-of-the-art trends and practices about the entrepreneurial and strategic scene in the hospitality and F&B industries. Before joining academia, she gained experience as business engineer in the banking and chemical industries.
Awards
Education
Article
Grown local : community attachment and market entries in the Franconian beer industry
Geographic communities are often thought to support new ventures, particularly when newcomers are able to replicate incumbents’ characteristics. This paper elaborates on the conditions under which geographic communities may hinder the action of...
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Article
Purpose : The purpose of this paper is to show how different business model innovations (BMIs) help small and medium-sized enterprises (SMEs) in the food and beverage industry to navigate turbulent and uncertain environments such as the coronavirus...
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Article
Purpose : The purpose of this paper is to show how authenticity limits businesses' responses to competition in the food and beverage industry. Design/methodology/approach : This paper focuses on a unique dataset of over 300 breweries and more than...
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Article
The cruise industry workforce crunch – generational changes in work values of job seekers
Purpose: In the wake of COVID-19, the cruise industry is experiencing an unprecedented talent management challenge. Extant research suggests a broad range of work values that may attract job candidates to the cruise industry. The purpose of this...
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Article
While extensive research focuses on the relationship between chain-affiliation and hotel operating performance, these results are inconclusive. We suggest this is because previous studies have largely ignored whether affiliated hotels are operated...
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