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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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Cycle for Survival (A)
Narayandas, Das; Herman, Kerry; Fisher, NoahCase HBS-514076-EMarketingKatie Kotkins, director of Memorial Sloan Kettering Cancer Center's (MSKCC) Cycle for Survival fundraising event, had to determine the best avenue for continuing the event's success and momentum after its founder, Jennifer (Jen) Goodman Linn (HBS '99) passed away from MFH sarcoma. Jen and her husband, David Linn (HBS '00), had founded Cycle for Survival in 2007 as a way for Jen to give back to the community of doctors that had treated her since h...Starting at €8.20
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Cycle for Survival (B)
Narayandas, Das; Herman, Kerry; Fisher, NoahCase HBS-514077-EMarketingUpdate on Cycle for Survival's 2012, 2013, and 2014 events. Kotkins and Cycle for Survival continued the event's strong growth, and underwent the first phase of a two-year rebranding effort.Starting at €5.74