Assistant professor Araceli Hernandez (Hospitality) and her co-authors' recent study, "Is digitalization critical for hospitality firm performance? Longitudinal analysis of CEO’s digital business strategy," explores the effects of CEOs’ digital business strategies on firm performance. Published in the International Journal of Hospitality Management, the study examines two distinct digital business strategies: internal business process digitalization and customer-facing digitalization, and their effects on firm performance. The research integrates dictionary-based text analytics with econometric analysis using panel data for a longitudinal perspective.