Product details

This is part of a case series. Cases (C) and (D) focus on the opportunity for Mandarin Oriental to brand 226 residences located in both the North and South Towers of the Columbus Circle complex in New York City as Mandarin Oriental properties after the company signs a contract to develop the Mandarin Oriental New York Hotel. The case write-ups include information about the Mandarin Oriental Hotel Group, the concept of luxury residences, the super-wealthy segment, the pros and cons of managing luxury residences, and the Group's decision to brand 66 residences in the North Tower.