Marriott's Customer - Focused E-Business Strategy
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(Case Code: ITSY035) click on the button below, and select the case from the list of available cases:
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Please note:
This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
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Case Details: |
Price: |
| Case Code |
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ITSY035 |
For delivery in electronic format: Rs.
300;
For delivery through courier (within India): Rs. 300 + Shipping & Handling Charges extraThemes
e-business |
| Case Length |
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12 Pages |
| Period |
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1998 - 2004 |
| Pub Date |
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2004 |
| Teaching Note |
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Not Available |
| Organization |
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Marriott
International |
| Industry |
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Hospitality |
| Countries
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USA |
Abstract:
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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.
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Issues:
» The importance of a customer-focused e-business strategy in the hospitality
industry.
» The role of IT in integrating different business processes to make them more
customer-oriented.
Contents:
Keywords:
Customer-focused, e-business, strategy, Marriott
International, world leader, hospitality industry, IT, website,
property-centric, customer-centric company
Delighting Customers
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