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Hospitality Branding$
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Chekitan S. Dev

Print publication date: 2012

Print ISBN-13: 9780801452031

Published to Cornell Scholarship Online: August 2016

DOI: 10.7591/cornell/9780801452031.001.0001

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Global Brand Expansion

Global Brand Expansion

(p.41) Chapter Four Global Brand Expansion
Hospitality Branding

Chekitan S. Dev

Cornell University Press

This chapter analyzes foreign market entry strategies for hotel companies. It applies a resource-based perspective to the market entry decision, thereby focusing on three factors: (a) an entering firm's ability to transfer its know-how to the local market; (b) potential local partners' ability to absorb that know-how; and (c) the availability of qualified and trustworthy investment partners in the local market. In determining its entry strategy, a firm will choose the strategy that best allows it to transfer its competitive advantages to that market. In the hotel industry, such competitive advantages are based largely on a firm's knowledge. The following types of hotel knowledge are investigated: (a) the ability to generate customer service; (b) superior company management and organization; and (c) distinctive and effective physical facilities. The first two reflect a market entrant's tacit knowledge while the third exemplifies its codified knowledge.

Keywords:   global markets, new markets, foreign market entry, hotel companies, hotel industry, competitive advantage, employee training, tacit knowledge, codified knowledge

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