HBSP (USA)
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Strengthening the Brand with Digital Marketing (Spanish version)
Avery, Jill; Dev, Chekitan S.; O'Connor, PeterCase HBS-316S10MarketingAccor, the world's leading hotel operator with a portfolio of fourteen hospitality brands (including Sofitel and Novotel) in 92 countries, prided itself on living up to its motto, "To open new frontiers in hospitality." Accor was indeed contemplating how to do just that-but not by tackling a new frontier of the geographic variety. Rather, the firm was further exploring the digital frontier via a new distribution channel that would allow it to bet...Starting at €8.20
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Accor: Strengthening the Brand with Digital Marketing, Teaching Note
Avery, Jill; Dev, Chekitan S.; O'Connor, PeterTeaching Note HBS-316103-EMarketingTeaching Note for Accor: Strengthening the Brand with Digital Marketing, case 315138.Starting at €0.00
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Brand Differentiation through Customer Relationship Management (Spanish version)
Applegate, Lynda M.; Piccoli, Gabriele; Dev, Chekitan S.Case HBS-810S01StrategyThis case analyzes the Hilton Hotels Corporation's CRM strategy at a key juncture in its history, immediately after the firm has been taken private by Blackstone. The case provides students with a comprehensive history of the evolution and IT enablers of Hilton's CRM Initiative, as well as the proprietary OnQ enterprise system. The case thus offers a rare opportunity to engage in a longitudinal evaluation of the firm's CRM initiative, and to enab...Starting at €8.20
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The Marriott-Starwood Merger: Navigating Brand Portfolio Strategy and Brand Architecture
Avery, Jill; Dev, Chekitan S.; Stroock, Laure MougeotCase HBS-518081-EMarketingIn September 2016, Marriott completed its $13.3 billion acquisition of Starwood Hotels & Resorts, which added 11 brands to its already robust 19 hotel brand portfolio. Tina Edmundson, Marriott's global brand officer, was charged with making sense of the brand portfolio and designing a strategy that would clearly differentiate each brand from the others and a brand architecture system to communicate to consumers how to navigate among them. She wou...Starting at €8.20
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Experience! The Finger Lakes: The Groupon Partnership Decision (B)
Applegate, Lynda M.; Dev, Chekitan S.; Piccoli, Gabriele; Peinado, Arnold B.Case HBS-814078-EEntrepreneurshipStarting at €5.74
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Accor: Strengthening the Brand with Digital Marketing
Avery, Jill; Dev, Chekitan S.; O'Connor, PeterCase HBS-315138-EMarketingAccor, the world's leading hotel operator with a portfolio of fourteen hospitality brands (including Sofitel and Novotel) in 92 countries, prided itself on living up to its motto, "To open new frontiers in hospitality." Accor was indeed contemplating howStarting at €8.20
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The Park Hotels: Revitalizing an Iconic Indian Brand, Teaching Note
Avery, Jill; Dev, Chekitan S.Teaching Note HBS-517076-EMarketingTeaching note for case 314114.Starting at €0.00
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Experience! The Finger Lakes: The Groupon Partnership Decision
Applegate, Lynda M.; Dev, Chekitan S.; Piccoli, Gabriele; Peinado, Arnold B.Case HBS-814010-EEntrepreneurshipIn 2010, Experience! The Finger Lakes (ExperienceFLX), a tour operator offering guided tours and concierge services in the Finger Lakes region of New York State, was at a crossroads. The business was poised for growth, and its owners, Laura and Alan Falk, were considering signing a deal with Groupon, the online coupon firm, to see if a Groupon deal would help the ExperienceFLX bring in new customers. While the prospect of marketing ExperienceFLX'...Starting at €8.20
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Hilton Hotels: Brand DIfferentiation through Customer Relationship Management, Teaching Note
Applegate, Lynda M.; Piccoli, Gabriele; Dev, Chekitan S.Teaching Note HBS-809030-EStrategyTeaching Note for [809029].Starting at €0.00