Asia-Pacific Strategy For Online Hotel Reservations: Cendant Travel Distribution Services
By Judy A. Siguaw & Nigel Goodwin
Abstract
This case describes one of the world's leading online hotel reservation companies and presents its prospects in the emerging Asia-Pacific markets. Cendant Travel Distribution Services had acquired a number of online hotel distribution businesses around the world and was in the process of integrating them and leveraging their assets across the entire portfolio. The case examines how Cendant TDS might overcome the industry's cultural, structural, technological, strategic and competitive challenges to become the region's number one player.
The authors recommend that students also read "Hotel Reservation Industry: Background Note," by Nigel Goodwin and Judy A. Siguaw, before reading this case. The background note provides information and context to enhance students' understanding of the case and enrich classroom discussion.
Teaching Objectives
- To illustrate how an organization adopts business (functional) strategies to differentiate itself from its competitors.
- To understand the long-range planning process of an organization.
- To demonstrate the importance of a distinct organizational culture and the role of core values in facilitating organizational development and growth.
View case details in our E-catalog ››
About the Authors
