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Dr Margarita Cruz

Dr Margarita Cruz


PhD in Economics, Università della Svizzera italiana


Assistant Professor

Teaching Subject(s)

Corporate Strategy
Developing Entrepreneurial Projects
Trends, Innovations and New Business Models

Area of expertise

Organizational Theory
Role of authenticity on entrepreneurial outcomes

Short Bio

Margarita Cruz, PhD 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.


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


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