The creation of a fleet management model as a result of corporate entrepreneurship in a car rental company in the South of Europe

Abstract

Tourism is one of the economic activities that contributes to the worldwide development of all destinations. Last year, the industry accounted for 40% of employment in Spain and 12.1% of total employment. We examine the case of a car rental company in the Canary Islands, one of the most important coastal destinations in Spain, after the COVID-19 pandemic crisis from two different perspectives; on the one hand, the elements that triggered a turning point in the company’s management generated by its growth and, on the other, the measures implemented that forced the revitalisation of its corporate entrepreneurship activities through innovative actions. The information and data were collected through a review of the literature and a semi-structured interview with the company’s owners and marketing and IT managers.