Margarita Cruz is a professor of Ecole hoteliere de Lausanne, world first hospitality management school

Dr. Margarita Cruz

Assistant Professor - Strategy and Entrepreneurship

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Nationality: Colombian

Teaching program(s):

Academic level

Phd in Economics (Università della Svizzera Italiana, Lugano, Switzerland)


Margarita Cruz, Ph.D, is an Assistant Professor of Strategic Management and Entrepreneurship at Ecole hôtelière de Lausanne. 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. As a doctoral student, 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 the beer and gastronomic industries.

Before joining academia, Margarita gained experience as business engineer in the banking and chemical industries.

Other qualifications

  • Master of Philosophy in System Dynamics, University of Bergen, Norway
  • Business Engineer, Universidad Nacional de Colombia, Colombia

Past research

  • The role of authenticity and geographical communities on entrepreneurship in the Franconian beer industry.

Current research

  • Overcoming authenticity constraints on entrepreneurship in the Franconian beer industry.
  • The entrepreneurial seizing of opportunities after technological changes.
  • Performance feedback and organizational identity.

Research awards

  • Barry Richmond Award (2007), 25th International conference of the System Dynamics Society, Boston (MA).
  • Swiss National Science Foundation – Doctoral Mobility Fellowship (21.400 USD).
  • Lanekassen Quota Scheme -Norwegian State Educational Scholarship (200.000 NOK).
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