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.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Importance of a customer-focused e-business strategy in the hospitality industry.

Keywords

Customer-focused, e-business, strategy, Marriott International, world leader, hospitality industry, IT, website, property-centric, customer-centric company