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Dr Margarita Cruz

Margarita Cruz, Ph.D in Economics, 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. 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.

Dr Margarita Cruz

Assistant Professor

PhD in Economics, Università della Svizzera italiana
  • Organizational Theory
  • Entrepreneurship
  • Strategy
  • Role of authenticity on entrepreneurial outcomes
Margarita Cruz
  • Cruz, M., Beck, N. & Wezel, F.C. (2018). Grown Local: Community Attachment and Market Entries in the Franconian Beer Industry. Organization Studies, vol.39, issue 1, pp. 47-72
  • Cruz, M. & Schmitt, A. (forthcoming). Strategy and knowledge management in humanitarian organizations. In Villa et.al (Eds.), Decision-making in Humanitarian Operations: Strategy, Behavior, and System Dynamics. Palgrave Mcmillan
  • Cruz, M. (2007). Evaluando la dinámica de sistemas como una herramienta para enseñar Historia. Revista de Dinámica de Sistemas, 3(2), 3-60
  • Cruz Barrientos, M.M. (2008). Evaluating system dynamics as a tool for teaching history: an experimental research in the classroom. VDM-Verlag.
  • Best Paper Award (with applications in the social sciences) : Barry Richmond Award. International Conference of the System Dynamics Society, Boston (2007)