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Article: Global brand expansion: How to select a market entry strategy

TitleGlobal brand expansion: How to select a market entry strategy
Authors
KeywordsFranchise Systems
Hotel Management
International Hotel Expansion
Marketing
Issue Date2007
PublisherSage Publications, Inc. The Journal's web site is located at http://www.sagepub.com/journal.aspx?pid=9964
Citation
Cornell Hotel And Restaurant Administration Quarterly, 2007, v. 48 n. 1, p. 13-27 How to Cite?
AbstractWhen hotel firms expand internationally, they must determine the ownership strategy and the management strategy that will best maintain the firm's competitive advantage. Those decisions are made separately from each other and depend on the expanding company's own strengths and the strengths found in the local market. That interplay between the company's strengths and local resources drives the type of partnership or affiliation arrangement that the company uses to enter the foreign market. The decision regarding who controls management and marketing, for instance, depends to a large extent on whether the expanding company can rely on local interests to maintain the firm's customer service standards. If the firm does not use customer service as a competitive advantage, it can make more use of third-party interests to operate the hotel. If the hotel facility is itself a point of competitive advantage, the decision on the extent of equity investment by the firm rests on whether local interests have sufficient resources to build and maintain the property. © 2007 Cornell University.
Persistent Identifierhttp://hdl.handle.net/10722/177975
ISSN
2009 Impact Factor: 0.679
ISI Accession Number ID
References

 

DC FieldValueLanguage
dc.contributor.authorDev, CSen_US
dc.contributor.authorBrown, JRen_US
dc.contributor.authorZhou, KZen_US
dc.date.accessioned2012-12-19T09:41:07Z-
dc.date.available2012-12-19T09:41:07Z-
dc.date.issued2007en_US
dc.identifier.citationCornell Hotel And Restaurant Administration Quarterly, 2007, v. 48 n. 1, p. 13-27en_US
dc.identifier.issn0010-8804en_US
dc.identifier.urihttp://hdl.handle.net/10722/177975-
dc.description.abstractWhen hotel firms expand internationally, they must determine the ownership strategy and the management strategy that will best maintain the firm's competitive advantage. Those decisions are made separately from each other and depend on the expanding company's own strengths and the strengths found in the local market. That interplay between the company's strengths and local resources drives the type of partnership or affiliation arrangement that the company uses to enter the foreign market. The decision regarding who controls management and marketing, for instance, depends to a large extent on whether the expanding company can rely on local interests to maintain the firm's customer service standards. If the firm does not use customer service as a competitive advantage, it can make more use of third-party interests to operate the hotel. If the hotel facility is itself a point of competitive advantage, the decision on the extent of equity investment by the firm rests on whether local interests have sufficient resources to build and maintain the property. © 2007 Cornell University.en_US
dc.languageengen_US
dc.publisherSage Publications, Inc. The Journal's web site is located at http://www.sagepub.com/journal.aspx?pid=9964en_US
dc.relation.ispartofCornell Hotel and Restaurant Administration Quarterlyen_US
dc.subjectFranchise Systemsen_US
dc.subjectHotel Managementen_US
dc.subjectInternational Hotel Expansionen_US
dc.subjectMarketingen_US
dc.titleGlobal brand expansion: How to select a market entry strategyen_US
dc.typeArticleen_US
dc.identifier.emailZhou, KZ: kevinz@hkucc.hku.hken_US
dc.identifier.authorityZhou, KZ=rp01127en_US
dc.description.naturelink_to_subscribed_fulltexten_US
dc.identifier.doi10.1177/0010880406294472en_US
dc.identifier.scopuseid_2-s2.0-33846522411en_US
dc.relation.referenceshttp://www.scopus.com/mlt/select.url?eid=2-s2.0-33846522411&selection=ref&src=s&origin=recordpageen_US
dc.identifier.volume48en_US
dc.identifier.issue1en_US
dc.identifier.spage13en_US
dc.identifier.epage27en_US
dc.identifier.isiWOS:000248864500004-
dc.publisher.placeUnited Statesen_US
dc.identifier.scopusauthoridDev, CS=6603490575en_US
dc.identifier.scopusauthoridBrown, JR=7409450669en_US
dc.identifier.scopusauthoridZhou, KZ=7202914654en_US

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