Marriott Hotels and the globalization of a brand [electronic resource] / Anil K. Gupta.
Material type:
FilmSeries: Henry Stewart talksBusiness & management collection: Publisher: London : Henry Stewart Talks, 2018Description: 1 online resource (1 streaming video file (5 min.) : color, sound)Subject(s): Marriott Corporation | Ritz-Carlton Hotels (Firm) | Branding (Marketing) | Globalization -- Economic aspects | Hotels -- Marketing | Luxuries -- Marketing | Organizational effectivenessOnline resources: Click here to access online Summary: This case study examines Marriott and the company's strategy for globalisation. By focusing on globalising one brand, Ritz-Carlton, Marriott expanded quickly and Ritz-Carlton is now the global leader in the luxury hotel market. Focusing on Ritz-Carlton was the logical choice as the brand caters to a global customer base and the local adaptation imperatives are minimal.
Animated audio-visual presentation with synchronized narration.
Bite-size case study extracted from the talk: Globalization of market presence.
Title from title frames.
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This case study examines Marriott and the company's strategy for globalisation. By focusing on globalising one brand, Ritz-Carlton, Marriott expanded quickly and Ritz-Carlton is now the global leader in the luxury hotel market. Focusing on Ritz-Carlton was the logical choice as the brand caters to a global customer base and the local adaptation imperatives are minimal.
Mode of access: World Wide Web.