search query: @author Brown, J.R. / total: 3
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| Author: | Dev, C.S. Brown, J.R. Zhou, K.Z. |
| Title: | Global brand expansion: How to select a market entry strategy |
| Journal: | Cornell Hotel and Restaurant Administration Quarterly
2007 : FEB, VOL. 48:1, p. 13-27 |
| Index terms: | hotel management decision making strategy competitive advantage marketing market entry brands |
| Language: | eng |
| Abstract: | When expanding internationally, hotel companies must determine the ownership and management (here as: mgmt.) strategies to be the best ones to maintain the firm's competitive advantage. The decision on e.g. who controls mgmt. and marketing depends mainly on whether the expanding company can rely on local interests to maintain the firm's customer service standards etc. |
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