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Subject category: Marketing
Published by: Asian Business Case Centre
Published in: 2007
Length: 17 pages
Data source: Field research

Abstract

Expedia, Inc was the world''s largest Internet-based distributor of travel products, including hotel reservations, air tickets, car rentals, cruises and vacation packages. Having secured market leadership in North America and Europe, the company was in the early stages of expansion into the Asia Pacific region. The case examines this expansion from a marketing and branding perspective and asks whether a business model that succeeded in western markets could successfully be applied to Asian markets. The case focuses on the hotel segment of Expedia, Inc''s business. The authors recommend students also read ''Hotel Reservation Industry: Background Note'' (907-018-5), before reading this case. The background note provides information and context to enhance students'' understanding of the case and enrich classroom discussion.
Other setting(s):
2005

About

Abstract

Expedia, Inc was the world''s largest Internet-based distributor of travel products, including hotel reservations, air tickets, car rentals, cruises and vacation packages. Having secured market leadership in North America and Europe, the company was in the early stages of expansion into the Asia Pacific region. The case examines this expansion from a marketing and branding perspective and asks whether a business model that succeeded in western markets could successfully be applied to Asian markets. The case focuses on the hotel segment of Expedia, Inc''s business. The authors recommend students also read ''Hotel Reservation Industry: Background Note'' (907-018-5), before reading this case. The background note provides information and context to enhance students'' understanding of the case and enrich classroom discussion.

Settings

Other setting(s):
2005

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