Subject category:
Knowledge, Information and Communication Systems Management
Published by:
IBS Center for Management Research
Length: 13 pages
Data source: Published sources
Abstract
This case discusses the customer-focused e-business strategy of Marriott International (Marriott), a world leader in the hospitality industry. It examines the way in which Marriott focused on providing better customer service by using IT proactively and through the facilities on offer through its website. The case describes in detail the e-business strategy of Marriott that aimed at transforming it from a property-centric to customer-centric company. The benefits Marriott derived from launching its website and other IT initiatives are also highlighted. This case is structured to enable students to: (1) understand the importance of a customer-focused e-business strategy in the hospitality industry; (2) recognise the role of IT in integrating different business processes to make them more customer-oriented; (3) identify the ways in which a company''s website can be effectively used for enhancing customer satisfaction levels, thereby leveraging the financial performance of the company; and (4) analyse the e-business strategy of Marriott which was aimed at transforming the company from a property-centric to a customer-centric one. The case is targeted at MBA/PGDBA students and is intended to be part of the knowledge, information and communications management curriculum. It can also be discussed as part of customer relationship management courses. The teaching note does not contain an analysis of the case.
Subject category:
Knowledge, Information and Communication Systems Management
Published by:
IBS Center for Management Research
Length: 5 pages
About
Abstract
This case discusses the customer-focused e-business strategy of Marriott International (Marriott), a world leader in the hospitality industry. It examines the way in which Marriott focused on providing better customer service by using IT proactively and through the facilities on offer through its website. The case describes in detail the e-business strategy of Marriott that aimed at transforming it from a property-centric to customer-centric company. The benefits Marriott derived from launching its website and other IT initiatives are also highlighted. This case is structured to enable students to: (1) understand the importance of a customer-focused e-business strategy in the hospitality industry; (2) recognise the role of IT in integrating different business processes to make them more customer-oriented; (3) identify the ways in which a company''s website can be effectively used for enhancing customer satisfaction levels, thereby leveraging the financial performance of the company; and (4) analyse the e-business strategy of Marriott which was aimed at transforming the company from a property-centric to a customer-centric one. The case is targeted at MBA/PGDBA students and is intended to be part of the knowledge, information and communications management curriculum. It can also be discussed as part of customer relationship management courses. The teaching note does not contain an analysis of the case.
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Subject category:
Knowledge, Information and Communication Systems Management
Published by:
IBS Center for Management Research
Length: 5 pages