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Management article
-
Reference no. R0802X
Authors: Chekitan S Dev (Cornell University)
Published by: Harvard Business Publishing
Originally published in: "Harvard Business Review", 2008
Revision date: 21-Feb-2013
Length: 8 pages
Topics: Brands; Brand management
Share a link: https://casecent.re/p/78309
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Abstract

For teaching purposes, this is the case-only version of the HBR case study. Each of Lilypad's boutique hotels has its own sense of place and definition of customer experience. Though loyal to their favorites, guests don't visit other luxury properties in the collection or even realize they're affiliated. To boost the lifetime value of existing customers and reach new ones, CEO Andre Cleary is thinking about positioning the hotels more directly under the corporate umbrella. The company could gain scale efficiencies and possibly increase visits - but does one brand really fit all?
Industry:
Hotel industry
Management article
-
Reference no. R0802B
Authors: Chekitan S Dev (Cornell University); Kevin Lane Keller (Dartmouth College); Horst Schulze (West Paces Hotel Group); Jill Granoff (Liz Claiborne Incorporated); Jez Frampton (Interbrand)
Published by: Harvard Business Publishing
Originally published in: "Harvard Business Review", 2008
Revision date: 21-Feb-2013
Length: 12 pages
Topics: Brand management; Brands
View full details
Management article
-
Reference no. R0802Z
Authors: Chekitan S Dev (Cornell University); Kevin Lane Keller (Dartmouth College); Horst Schulze (West Paces Hotel Group); Jill Granoff (Liz Claiborne Incorporated); Jez Frampton (Interbrand)
Published by: Harvard Business Publishing
Originally published in: "Harvard Business Review", 2008
Revision date: 22-Feb-2013
Length: 8 pages
Topics: Brands; Brand management
View full details

About

Abstract

For teaching purposes, this is the case-only version of the HBR case study. Each of Lilypad's boutique hotels has its own sense of place and definition of customer experience. Though loyal to their favorites, guests don't visit other luxury properties in the collection or even realize they're affiliated. To boost the lifetime value of existing customers and reach new ones, CEO Andre Cleary is thinking about positioning the hotels more directly under the corporate umbrella. The company could gain scale efficiencies and possibly increase visits - but does one brand really fit all?

Settings

Industry:
Hotel industry

Related

Management article
-
Reference no. R0802B
Authors: Chekitan S Dev (Cornell University); Kevin Lane Keller (Dartmouth College); Horst Schulze (West Paces Hotel Group); Jill Granoff (Liz Claiborne Incorporated); Jez Frampton (Interbrand)
Published by: Harvard Business Publishing
Originally published in: "Harvard Business Review", 2008
Revision date: 21-Feb-2013
Length: 12 pages
Topics: Brand management; Brands
View full details
Management article
-
Reference no. R0802Z
Authors: Chekitan S Dev (Cornell University); Kevin Lane Keller (Dartmouth College); Horst Schulze (West Paces Hotel Group); Jill Granoff (Liz Claiborne Incorporated); Jez Frampton (Interbrand)
Published by: Harvard Business Publishing
Originally published in: "Harvard Business Review", 2008
Revision date: 22-Feb-2013
Length: 8 pages
Topics: Brands; Brand management
View full details