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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

Chapter:
(p.41) Chapter Four Global Brand Expansion
Source:
Hospitality Branding
Author(s):

Chekitan S. Dev

Publisher:
Cornell University Press
DOI:10.7591/cornell/9780801452031.003.0005

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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