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May 2020 (Revised October 2020)
Teaching Note

The Marriott-Starwood Merger: Navigating Brand Portfolio Strategy and Brand Architecture

By: Jill Avery and Chekitan S. Dev

In September 2016, Marriott completed its $13.3 billion acquisition of Starwood Hotels & Resorts, which added 11 brands to its already robust 19 hotel brand portfolio. Tina Edmundson, Marriott’s global brand officer, was charged with making sense of the brand portfolio... View Details

Keywords: Branding; Brand Portfolio Strategy; Brand Architecture; Hospitality Industry; Mergers ＆ Acquisitions; Marketing; Brands and Branding; Marketing Strategy; Mergers and Acquisitions; Travel Industry; Travel Industry; United States

October 2018
Case

Booking.com

By: Stefan Thomke and Daniela Beyersdorfer

The case reveals how Booking.com has become the world's leading travel accommodation platform. The company has put online experimentation at the heart of how it designs digital experiences for its customers and partners. To unlock the potential of large-scale testing,... View Details

Keywords: Travel; Product Innovation; Experimentation; A/B Testing; User Experience Design; Product Development; Product Design; Innovation and Management; Transformation; Information Technology; Digital Transformation; Travel Industry

January 2015 (Revised March 2015)
Case

Oberoi Hotels: Train Whistle in the Tiger Reserve

By: Ryan W. Buell, Ananth Raman and Vidhya Muthuram

Celebrated as one of the world's premiere luxury hotel brands, Oberoi Hotels attracts and serves some of the most quality-sensitive guests in the world. The case considers the challenge of how an organization, with a standardized service model, can repeatedly delight... View Details

Keywords: Service Quality; Service Management; Service Quality Competition; Customer Management; Customer Service Excellence; Employee Empowerment; Employee Engagement; Employee Training; India; Hospitality; Hotel Industry; Service Delivery; Service Operations; Customer Satisfaction; Employees; Quality; Accommodations Industry; India

February 2018 (Revised October 2020)
Case

The Marriott-Starwood Merger: Navigating Brand Portfolio Strategy and Brand Architecture

By: Jill Avery, Chekitan S. Dev and Laure Mougeot Stroock

In September 2016, Marriott completed its $13.3 billion acquisition of Starwood Hotels & Resorts, which added 11 brands to its already robust 19 hotel brand portfolio. Tina Edmundson, Marriott's global brand officer, was charged with making sense of the brand portfolio... View Details

September 2011 (Revised March 2014)
Case

Airbnb

By: Joseph B. Lassiter III and Evan W. Richardson

Brian Chesky, Joe Gebbia, and Nathan Blecharczyk, the three founders of Airbnb, an online private accommodation rental market, stared at each other across the kitchen table in their San Francisco apartment. It was March of 2009. A single sheet of paper sat on the table... View Details

Keywords: Entrepreneurship; Housing; Information Publishing; Private Ownership; Online Technology; Information Industry; San Francisco

December 2010
Supplement

Rackspace Hosting (2000)

By: W. Earl Sasser, James L. Heskett and Tom Ryder

The leadership team of Rackspace, faced with accommodation of its service offering and dwindling financial reserves, decides to make customer focus the rallying cry of its new strategy. View Details

Keywords: Customer Focus and Relationships; Planning; Organizational Change and Adaptation; Service Delivery; Strategy; Finance; Information Technology Industry

September 2018
Case

OYO: Creating Effective Spaces

By: Das Narayandas, Sunil Gupta, Rachna Tahilyani and Mahima Rao-Kachroo

Twenty-four-year old Ritesh Agarwal, founder and CEO of India-based online hotel branding network OYO Rooms, has tackled the issue of unreliability in India's highly fragmented budget hotel industry. In 2018, OYO branded 8,500 properties across 200 cities and managed... View Details

Keywords: Technology; Accomodation; App Development; Operations And Processes; Innovation; Strategy; Change Management; Entrepreneurship; Information Technology; Research; Marketing; Operations; Innovation Strategy; Sales; Accommodations Industry; India; South Asia

Article

New Interest in Incentive Financing

By: Samuel Hayes

The article presents the findings of a study on incentive financings as they apply to institutional investors, particularly life insurance company investors. The author made contact with investment officers in 29 insurance companies, and have collected a considerable... View Details

Keywords: Motivation and Incentives; Financing and Loans; Institutional Investing

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April 2010 (Revised March 2011)
Case

Tata Nano The People's Car

By: Krishna G. Palepu, Bharat N. Anand and Rachna Tahilyani

The case explores how Tata Motors, India's largest automobile company, developed the Nano, the world's cheapest car. The case focuses on the translation of Ratan Tata's (chairman of Tata Motors) vision of a safe affordable car for the masses by Ravi Kant, managing... View Details

Keywords: Price; Globalized Firms and Management; Disruptive Innovation; Emerging Markets; Business Processes; Quality; Competition; Auto Industry; Auto Industry; India

April 2020 (Revised June 2020)
Case

Oriental Land Co., Ltd.—Tokyo Disney Resort

By: Ramon Casadesus-Masanell and Akiko Kanno

This case describes the history of Oriental Land Co. Ltd.’s (OLC's) Tokyo Disney Resort (TDR), its operations, the extent of vertical integration, and the challenges it faced in 2018 as OLC's chairman and CEO, Toshio Kagami, contemplated how best to deal with... View Details

Keywords: Strategy For Multi-business Firm; Business Models; Growth; Theme Parks; Disney; Disney Parks; Licensing; Royalties; Two-part Tariffs; Oriental Land Co.; Tokyo Disneyland; Tokyo DisneySea; Tokyo Disney Resort; Tokyo Disney; Growth Strategy; Hotels; Hotel Industry; Partnership; Development; Attractions; Rides; Urayasu; Kagami; Congestion; Pricing; Amusement Parks; Amusement Park Industry; Brand; Branding; History; OLC; Corporate Strategy; Competitive Strategy; Business History; Price; Retention; Growth and Development; Growth and Development Strategy; Brands and Branding; Agreements and Arrangements; Contracts; Operations; Vertical Integration; Problems and Challenges; Partners and Partnerships; Business Strategy; Expansion; Rail Transportation; Transportation Networks; Accommodations Industry; Accommodations Industry; Accommodations Industry; Asia; Japan; Tokyo; United States

March 2020
Teaching Note

onefinestay: Building a Luxury Experience in the Sharing Economy

By: Jill Avery and Anat Keinan

onefinestay was a two-sided marketplace that offered high-end home rentals to travelers who sought a more authentic and local experience than a typical upscale hotel might provide. After five years of rapid growth, it was time to do a comprehensive analysis of the... View Details

August 1995 (Revised January 2007)
Case

The Schneider Building

By: William J. Poorvu and John H. Vogel Jr.

In May 1995, Jonathan Schneider, the president of the Schneider Co., is faced with several related problems. First, he needs to find a new facility that can accommodate his expanding business. Second, he needs to decide whether to lease or purchase this new facility.... View Details

Keywords: Family Business; Property; Leasing; Expansion; Real Estate Industry

August 2019 (Revised August 2024)
Case

The Walt Disney Company: Theme Parks

By: Rory McDonald, Allison Mnookin and Iuliana Mogosanu

As he seeks to place the division he leads on a firm footing for the future, Tom Staggs, chairman of Walt Disney Parks and Resorts, is considering a range of investments designed either to upgrade the guest experience in the company’s existing parks or to expand access... View Details

Keywords: Entertainment; Investment; Expansion; Decision Making; Customer Satisfaction; Entertainment and Recreation Industry

November 2003 (Revised November 2004)
Case

Ottawa Devices, Inc. (B)

By: Henry B. Reiling and Harry Clegg Midgley IV

The Rollins family assembly was meeting to discuss and decide which one or combination from among an estate freeze, installment sale of stock, ESOP (employee stock ownership plan), leveraged capitalization, annual gifts of stock, one-time outright gift of stock, or... View Details

Keywords: Employee Stock Ownership Plan; Property; Mergers and Acquisitions; Decision Choices and Conditions; Stocks; Business Exit or Shutdown; Organizational Change and Adaptation; Family Business; Human Needs; Financial Strategy; Manufacturing Industry

July 1997
Case

We've Got Rhythm! Medtronic Corporation's Cardiac Pacemaker Business

By: Clayton M. Christensen

Illustrates how a new management team at Medtronic's Cardiac Pacemaker business reversed a steep decline in market share by adopting certain management principles for new product development: clarifying strategy, aggregating project planning, accommodating the number... View Details

Keywords: Management Teams; Innovation Strategy; Innovation and Management; Product Development; Health; Technology; Change Management; Medical Devices and Supplies Industry; United States

Article

Creating Ecotourism in Costa Rica, 1970–2000

By: Geoffrey Jones and Andrew Spadafora

Between the 1970s and the 2000s, Costa Rica became established as the world’s leading ecotourism destination. This article argues that although Costa Rica benefited from biodiversity and a pleasant climate, the country’s preeminence in ecotourism requires more than a... View Details

Keywords: Ecotourism; Entrepreneurship In Emerging Markets; Sustainable Business And Innovation; Tourism; Green Business; Entrepreneurship; Growth and Development; History; Business History; Tourism Industry; Latin America; Costa Rica

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September 2002 (Revised January 2013)
Case

Siebel Systems: Organizing for the Customer

By: Robert Simons and Antonio Davila

Siebel Systems is one of the fastest growing companies in America. Tom Siebel, the company's founder, has organized the business to accommodate growth and focus on the customer. Innovative information technology systems and clear accountability prove to be essential to... View Details

Keywords: Organizational Structure; Applications and Software; Business Growth and Maturation; Information Technology; Performance Evaluation; Performance Expectations; Innovation and Management; Technological Innovation; Customer Focus and Relationships; Management Teams; Information Technology Industry; North and Central America

February 2016 (Revised February 2020)
Teaching Note

Oberoi Hotels: Train Whistle in the Tiger Reserve

By: Ryan W. Buell and Ananth Raman

Celebrated as one of the world's premiere luxury hotel brands, Oberoi Hotels attracts and serves some of the most quality sensitive guests in the world. The case considers the challenge of how an organization with a standardized service model can repeatedly delight... View Details

Keywords: Service Quality; Service Management; Service Quality Competition; Customer Management; Customer Service Excellence; Employee Empowerment; Employee Engagement; Employee Training; Hospitality; Hotel Industry; Service Delivery; Service Operations; Customer Satisfaction; Employees; Training; Quality; Accommodations Industry; India

Article

Sustainability, Business, and Health

By: George Serafeim, Amanda M. Rischbieth and Howard K. Koh

The coronavirus disease 2019 (COVID-19) pandemic has demonstrated that response demands involvement from every sector of society. As a major example, some businesses have stepped up in ways previously unimaginable. Garment companies have repurposed production to face... View Details

Keywords: COVID; COVID-19; Sustainability; Health And Wellness; Corporate Social Responsibility; Health Pandemics; Health; Corporate Social Responsibility and Impact; Corporate Accountability; Health Care and Treatment

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March 2024
Teaching Note

Sonder Holdings Inc.: Using Technology to Solve Hospitality's Frictions

By: John A. Deighton and Leora Kornfeld

Teaching Note for HBS Case No. 922-039. Digital disruption is challenging the hospitality industry. Traditional hotels face competition from platforms, most visibly Airbnb but also the homeshare divisions of online travel agencies such as Expedia and Booking.com, that... View Details

Keywords: Digital Platforms; Disruptive Innovation; Competition; Market Participation; Accommodations Industry

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