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Margarita Cruz

Dr Margarita Cruz

Dr Margarita Cruz

Professeur Associé

Expertise

  • Entrepreneuriat
  • Théorie des organisations
  • Rôle de l'authenticité sur les résultats entrepreneuriaux
  • Stratégie
  • Développement de projets entrepreneuriaux
  • Stratégie d'entreprise

Biographie

Titulaire d'un doctorat en économie, Margarita Cruz est Professeure Associée en gestion stratégique et entrepreneuriat à l'École hôtelière de Lausanne. Ses travaux de recherche se situent au carrefour de la théorie des organisations et de l'entrepreneuriat, et s'intéressent particulièrement au rôle de l'authenticité dans les aboutissements des entreprises, tels que la création de nouvelles organisations ou le lancement de nouveaux produits. Bénéficiaire d'une bourse du Fonds national suisse de la recherche scientifique destinée aux candidats les plus prometteurs, Margarita a été invitée en 2015 et 2016 en tant que doctorante à la Robert H. Smith Business School de l'Université du Maryland. Ses travaux illustrent sa fascination pour les brasseries, les restaurants et les hôtels de luxe.


Dans ses cours, Margarita fait en sorte de transmettre les dernières tendances et pratiques entrepreneuriales et stratégiques des secteurs de l'accueil et de la restauration. Avant de rejoindre la sphère académique, elle a acquis de l'expérience comme ingénieure d'affaires dans les domaines bancaire et chimique.

Récompenses

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

Formation

PhD in Economics, Università della Svizzera italiana

Cours enseignés

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

Lieu d'enseignement

EHL Campus Lausanne
EHL Campus (Singapore)
Publications académiques

Publications académiques de 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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Publications dans des revues

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