In 2018, ITC Hotels, a chain of luxury hotels based in India, achieved a distinct positioning with its branding, "ITC Hotels: Responsible Luxury." The company intended to communicate its image of being environmentally sustainable, responsible to the local communities and society, and responsible for the safety and comfort of guests and employees. This strategy shaped many of its operational decisions and processes. However, the executive director of ITC Hotels, felt cautiously optimistic about its positioning in the market. Could ITC Hotels succeed in balancing responsibility with luxury? Could this business strategy and positioning counter the intensifying competitive threats from India's other major luxury hotel chains? Malay Krishna is affiliated with SP Jain Institute of Management & Research. Pooja Mhapsekar is affiliated with SPJIMR, Bhavan's College Campus.

【書誌情報】

ページ数：12ページ

サイズ：A4

商品番号：HBSP-W20771

発行日：2020/9/18

登録日：2021/4/14