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Margarita Cruz

Dr Margarita Cruz

Dr Margarita Cruz

Associate Professor

Fachgebiet

  • Unternehmertum
  • Organisationstheorie
  • Rolle der Authentizität auf unternehmerische Ergebnisse
  • Strategie
  • Entwicklung unternehmerischer Projekte
  • Unternehmensstrategie

Biographie

Margarita Cruz hat einen Doktor in Wirtschaftswissenschaften und ist außerordentlicher Professor für Strategisches Management und Entrepreneurship an der EHL. Ihre Forschungsarbeiten liegen an der Schnittstelle zwischen Organisationstheorie und Unternehmertum, wobei sie sich insbesondere mit der Rolle von Authentizität auf unternehmerische Ergebnisse wie die Gründung neuer Organisationen und die Einführung neuer Produkte beschäftigt.


Während ihres Promotionsstudiums war Margarita dank des wettbewerbsfähigen Stipendiums für vielversprechende Kandidaten des Schweizer Nationalfonds auch Gastdoktorandin an der Robert H. Smith Business School, University of Maryland (2015-2016). In ihrer Forschung beschäftigt sich Margarita leidenschaftlich mit Brauereien, Restaurants und Luxushotels.


Im Hörsaal präsentiert Dr. Cruz gerne die neuesten Trends und Praktiken über die unternehmerische und strategische Szene in der Gastgewerbe- und F&B-Branche. Vor ihrem Wechsel in die Wissenschaft sammelte sie Erfahrungen als Wirtschaftsingenieurin in der Banken- und Chemieindustrie.

Auszeichnungen

Best Paper Award (with applications in the social sciences) : Barry Richmond Award. International Conference of the System Dynamics Society, Boston (2007)

Rising Star Teaching Award

Ausbildung

PhD in Economics, Università della Svizzera italiana

Unterrichtete Kurse

BACHELOR OF SCIENCE IN INTERNATIONAL HOSPITALITY MANAGEMENT
• Corporate Strategy
• Developing Entrepreneurial Projects
Trends, Innovations, and New Business Models at the MBA

Unterrichtsort

EHL Campus Lausanne
EHL Campus (Singapore)
Akademische Publikationen

Akademische Publikationen von Margarita Cruz

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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

Can business model innovation help SMEs in the food and beverage industry to respond to crises ? : Findings from a Swiss brewery during COVID-19

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

All we want is authentic beer : the role of geographic communities and authenticity on breweries’ reactions to competition

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

The impact of management structure on guest satisfaction in chain-affiliated hotels and the moderating influence of chain scale

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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Zeitschriftenpublikationen

Cruz, M., Hodari, D., & Raub, S. (2024). The impact of management structure on guest satisfaction in chain-affiliated hotels and the moderating influence of chain scale. International Journal of Hospitality Management, 117, 103651.

Raub, S., Cruz, M., Gorka, J., Hodari, D., & Saul, L. (2024). The cruise industry workforce crunch – generational changes in work values of job seekers. Tourism Review.

Cruz, M., & Beck, N. (2022). All we want is authentic beer: the role of geographic communities and authenticity on breweries’ reactions to competition. British Food Journal.

Bivona, E., & Cruz, M. (2021). Can business model innovation help SMEs in the food and beverage industry to respond to crises? Findings from a Swiss brewery during COVID-19. British Food Journal. https://doi.org/10.1108/BFJ-07-2020-0643

Cruz M., & Schmitt, A. (2019). Strategy and Knowledge Management in Humanitarian Organizations. In Villa S., Urrea G., Castañeda J., Larsen, E. (Eds.), Decision-making in Humanitarian Operations (pp. 55-75). Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-319-91509-8_3

Cruz, M., Beck, N., & Wezel, F.C. (2018). Grown Local: Community Attachment and Market Entries in the Franconian Beer Industry. Organization Studies, 39(1), 47-72. https://doi.org/10.1177/0170840617695357