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Published by:
Harvard Business Publishing (2008)
Version:
23 July 2008
Length:
18 pages
Data source:
Field research
Abstract:
This case analyzes the Hilton Hotels Corporation's CRM (customer relationship management) strategy at a key juncture in its history, immediately after the firm has been taken private by Blackstone. The case provides students with a a comprehensive history of the evolution and IT enablers of Hilton's CRM Initiative, as well as the proprietary OnQ enterprise system. The case thus offers a rare opportunity to engage in a longitudinal evaluation of the firm's CRM initiative, and to enable students to propose the future evolution of the initiative based on their analysis.
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