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Margarita Cruz

Assistant Professor of Strategic Management and Entrepreneurship at Ecole hôtelière de Lausanne

Margarita CruzDr. Margarita Cruz is an Assistant Professor of Strategic Management and Entrepreneurship at Ecole hôtelière de Lausanne. In her research, Margarita studies the role of authenticity in influencing entrepreneurial attempts such as entry of new organizations and new product introduction. In the classroom, Margarita likes to bring state-of-the-art trends and practices about the entrepreneurial and strategic scene in the hospitality and F&B industries. She is passionate about breweries, restaurants, and luxury hotels.

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Insights by Margarita Cruz (8)

Coronavirus Boosts Innovation in the Beer Industry

It's Friday evening and virtually everyone in the whole country is at home. On a regular Friday, people would go out, meet friends, drink beer and celebrate the weekend. Not today thanks to coronavirus.

How to Successfully Create a Startup in the Luxury Fashion Industry

Elegance, comfort, perfection…everything customized specially for you. While everybody can dream about experiencing the best of the best, not many will. The idea of living perfection has become increasingly important in our daily lives.

Driving Innovation: How Frugal Can Hotels Be?

When speaking of innovation in the hospitality industry, we often hear about new technologies and processes capable of breaking the standards on how the industry works. Typically, these innovations require large amounts of investments; as well as the design and implementation of new processes.

Is an Entrepreneurial Ecosystem Beneficial for Startups?

Innovation and entrepreneurship are clearly flourishing in Switzerland if the from Seedstars, a concept born in Switzerland bringing together investors, educators and innovators for emerging markets; Edouard Treccani from MassChallenge, a worldwide start-up friendly accelerator with emphasis on early entrepreneurs; and Karim-Paul Chibb, an EHL alumnus and the founder of Campus, a vibrant co-working space and start-up coach.

On the rise: Hospitality in Latin America

The hospitality industry has shown great dynamism in Latin America over the past five years and that trend looks set to continue in 2018. While tourism growth in Central and South America can be partly explained by the region's diversity and natural resources, most of its progress stems from the continuous commitment of governments to promote the sector.
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