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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 (10)

SMEs: Business Dynamics In The Food And Beverage Industry (Margarita Cruz)

The pandemic COVID-19 has made apparent managers’ need to better understand the dynamics driving performance in their company. With businesses shut down repeatedly, often for several months at a time, hospitality managers were pushed to reinvent themselves in a short period of time.

Beer Tourism: Tasting The Beer Boom In Switzerland

With the exponential growth of the beer industry in Switzerland over the past decade, beer tourism has emerged as a tourist activity in its own right across many cantons. Craft breweries showcasing their beer together with local members of the community have set up beer hiking tours where tourists walk around stunning Swiss landscapes, tasting local beers, meeting local brewers and enjoying the local food.

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.
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