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This research aims to explore the strategies and tactics taken by five-star hotels to create and sustain competitiveness at difficult times, the role of innovation among the initiatives taken and the factors that influence managers’ decision in selection of coping measures.

The research was conducted in two stages. The first stage focused on textual analysis of online news reports on luxury hotels’ coping strategies taken between 2013 and 2018. At the second stage, expert interviews were carried out with 25 managers of five-star hotels to obtain richer information of hotels’ responsive measures. The qualitative data were analyzed by thematic analysis.

The results revealed that five-star hotels in China made adjustment in physical resource management, human resource management, marketing mix, operation process and external relations to maintain competitiveness during difficult times. A model of hotel resilience was developed based on the findings. Innovation was imbedded in the responsive measures throughout these areas. Managers’ selection of coping measures was affected by the hotel’s organizational culture, location, brand image and competitors.

The model of hotel resilience serves as a useful reference to plan and select strategies and tactics to respond to similar external challenges. Hotel managers are recommended to embrace a variety of innovations directed at both internal management and customer service during challenging times.

To the best of the authors’ knowledge, this study is the first empirical research that systematically examines the measures taken by hotels during critical times to maintain competitiveness, linking these to contemporary post-Fordist operational trends.

The purpose of this article is to determine the factors in the context of entrepreneurship that are evident in Ecuador, a country that has the highest rate of female entrepreneurship worldwide with 34% according to the Global Entrepreneurship Monitor (GEM) (2019).

A qualitative study was carried out with 39 cases, applying in-depth personal interviews and focus groups to selected cases in the main cities of Ecuador.

The results suggest that “mumpreneurship”, copreneurship and sustainable thinking arise in response to the environment. Deepening then in the perspective of the 5M proposes by Brush et al. (2009) that give us a framework of the macroenvironment of women entrepreneurship and offers a holistic understanding of women's entrepreneurship, adding a sixth “M” which is “Environmental Thinking” or the environmental thinking that is present in the current context.

This article is one of the first to analyse the context of female entrepreneurship in Ecuador and determine the context factors that influence the identification of opportunities and the exploitation of entrepreneurial opportunities. It also presents the expectations and challenges of the women who shape the authors’ case studies and give voice to Ecuadorian women. Consequently, this research will support the configuration of policies that supports each of the stages of women's entrepreneurial processes.

Este artículo pretende determinar los factores del contexto del emprendimiento que se evidencian en el Ecuador, país que ostenta la tasa más alta de emprendimiento femenino a nivel mundial con un 34% de acuerdo al GEM (2019).

Se realizó un estudio cualitativo con 39 casos, aplicando entrevistas personales a profundidad y grupos focales a casos seleccionados en las principales ciudades del Ecuador.

Los resultados sugieren que el “mumpreneurship”, el copreneurship y el pensamiento sostenible surgen como respuesta al entorno. Profundizando entonces en la perspectiva de las 5Ms propuesta por Brush et al. (2009) que ofrece una comprensión holística del emprendimiento de mujeres, añadiendo una sexta “M” que es el “Medioambiental Thinking” o el pensamiento ambiental que está presente en el contexto estudiado.

Este artículo es uno de los primeros en analizar el contexto del emprendimiento femenino en Ecuador y determinar los factores del contexto que influyen en la identificación y en la explotación de oportunidades emprendedoras. Además presenta las expectativas y retos de las mujeres que configuran nuestros casos de estudio y dan voz a las mujeres ecuatorianas. En consecuencia nuestra investigación servirá de apoyo para la configuración de políticas que apoyen cada una de las etapas del proceso emprendedor de las mujeres.