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Article
Fresh Thinking about the Box
Center for Hospitality Research Roundtable Highlights
  • Chekitan S. Dev, Ph.D., Cornell University
  • Glenn Withiam, Cornell University
Document Type
Article
Publication Date
6-1-2011
Abstract
Brands have become the central organizing principle for most hospitality organizations, guiding every decision and every action. They make up a large part of the market value of many successful companies. While making money remains the end, managing brands successfully has become means number one. Many hotels and restaurants globally are affiliated with multi-unit brands, and hospitality branding is a global phenomenon for at least three reasons: the customer’s desire for a predictable product and service experience, economies of scale in advertising and distribution, and market power in negotiation with suppliers, high-value buyers, and developers.
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Citation Information
Dev, C., & Withiam, G. (2011). Fresh thinking about the box [Electronic article]. Cornell Hospitality Roundtable Proceedings, 3(6), 6-16.