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Airotel Rumlang's Branding Challenge: A Conjoint Study
內容大綱
Irene Fellner owns her family's three-star hotel in Switzerland. Facing decreasing revenues, she undertakes a conjoint analysis that suggests she should take on a brand name. She therefore considers joining the hotel chain Comfort Hotels as a franchisee. Learning objectives: This case is appropriate for teaching at MBA, EMBA or executive levels. In certain instances, it may also be taught in undergraduate courses as a means to illustrate the application of conjoint analysis. In particular, the case would be effective for market research, pricing, segmentation and hospitality courses.