Natrium

Montserrat Peñarroya publishes under the name Natrium. Montserrat Peñarroya-Farell is a researcher at La Salle Innova Institute – Ramon Llull University (La Salle – URL) in Barcelona, Spain, where she is also a Professor of eBusiness, eCommerce and Digital Analytics. She has a Degree in Tourism and a Master’s in Information & Knowledge Society both from the Open University of Catalonia (UOC). She is also the General Manager of Quadrant Alfa, S.L. a consultancy firm specialized in the digitalization of companies and territories, and she works as a digital expert facilitator for the UNWTO. Her current research interests are in the area of business model adaptation studying how companies adapt their business models when the market has been disrupted by someone (e.g. a big company) or something (e.g. Covid-19).