Time for a Unified Campaign? (HBR Case Study and Commentary)
Alegre, a leading hotel group in Central and South America, is suffering under the troubled economy, and its newest property, the flagship Palma Cay in Cozumel, is hurting most. Beatriz Soto, Palma Cay's manager, has a plan to boost bookings, but she doesn't have the money to carry it out. Should corporate headquarters grant her additional funds, despite the company's traditionally decentralized operations? Or should Alegre think about launching its very first portfolio-wide campaign? With commentary by Raul Gonzalez, the CEO of Barcelo Hotels & Resorts for Europe, the Middle East, and Africa; and Kevin Lane Keller, the E.B. Osborn Professor of Marketing at Dartmouth's Tuck School of Business. This HBR Case Study includes both the case and the commentary. For teaching purposes, this reprint is also available in two other versions: case study-only, reprint R1106X, and commentary-only, R1106Z.
【書誌情報】
ページ数:7ページ
サイズ:A4
商品番号:HBSP-R1106M
発行日:2011/6/1
登録日:2017/6/5