Authentrex: Technology Meets Tourism in an Entrepreneurial Venture

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Authentrex S.A. is an online travel agency, with multiple online sales channels, based in Huelva, a city in Southwestern Spain, close to the border with Portugal. The company was established in 2005 by two partners, Mark Walker and Carmelo Ferrer neither of whom had any experience with internet technology before the launch of the company. The case focuses on the conceptualization and setting-up of a fully developed destination travel web, and the design of its strategy.

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