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Crises, such as COVID-19 pandemic, are critical events that provoke important changes in organizational practices, regulations and actors' roles. The pharmaceutical sector has been strongly affected because of the urgency to produce drugs that are effective and safe. However, the validation process and regulations are historically restrictive in this sector. This study aims to study how biotechnology firms, small companies lacking resources, have undertaken strategic actions during crisis time to induce important changes to their advantage within such a highly regulated environment.

Interviews were conducted with 21 managers in four mRNA-based biotechnology firms.

Results showed that rhetorical strategies and institutional actions are used in order to manage change opportunities. Media attention, greater openness of state agencies and public willingness to accept new ways of treatment illustrated this opportunity of change in favor of biotechnology firms.

Highly regulated environments tend to be unfavorable to smaller firms with limited resources to overcome these constraints. The authors show that times of crisis can reverse this assumption through the provision of new opportunities as long as the smaller firms skillfully use strategic actions to exploit the institutional changes at play.

In a fragmented tourism market and highly competitive industry, tourism providers aim to increase their appeal and attractiveness. Identifying opportunities and resources, which contribute to provide consumers with higher quality experiences and create added value, is challenging for entrepreneurs. This chapter aims to increase the awareness of entrepreneurs about flexible methods and tools, which are transforming the way work is performed and thus affecting management practices in the tourism industry.

Literature review was conducted on conceptual issues related to consumer experience and three case studies were analysed as best practices in the wine tourism industry

To deliver a specific consumer experience and create added value for customers, several opportunities are identified, related to authenticity and accommodation offering. Necessary resources to exploit those opportunities encompass existing (connected to the main product wine, historical buildings, family story and product characteristics) as well as newly acquired valuable resources related to the development of peripheral tourism activities.

This study is explorative in nature, based on a literature review. It takes more entrepreneurial than academic approach.

The balance between authenticity and attractiveness is a key factor of success for wineries as means to provide added value to customers.

This contribution helps to identify valuable and existing resources in order to exploit opportunities and deliver high-quality experiences to tourists. The uniqueness of this experience is crucial on building added value for customers.