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Case Studies by Michele Jurgens

3 case studies

by Publication Date
published: 30 Aug 1997

  • Topic: Strategy
  • Industry: Hotels
  • Region: Asia

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Abstract:
As the world’s largest hotel group, Accor has been late entering Asia. In 1987 it finally pushes ahead with an aggressive expansion strategy using its brands Novotel, Mercure and Ibis. However, lack of capital and arguments between HQ in France and the legally independent regional center in Sydney in 1996 raise questions as to whether the rapid development can continue.

Pedagogical Objectives:
The case discusses the strategic and organizational issues facing a latecomer in the hotel/leisure industry in Asia. It focuses on the question of how much autonomy should be transferred to the region, and how much standardization is required in an industry, which increasingly operates with global brands, but faces different service requirements in different parts of the world.

Keywords:
Strategy, Asia, Expansion, Entry Strategy, Multinational, Organisation, Product Adaptation

published: 01 Jan 1995

  • Topic: Operations
  • Industry: Services
  • Region: Europe

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Abstract:
OK Service is in the sector of emerging household repair services and has developed through agencies and franchise, 142 units and 110MFF turnover in 1994. The company offers household repairs on a subscription basis sold by repairmen on emergency visits. The case analyses the company's approach to managing relationships, motivation and control of agencies and franchises with the objective of maximising profit of customer loyalty.

Pedagogical Objectives:
One of the main objectives of the case is to analyse the potential gains of customer retention as measured by subscriptions. Another objective is to analyse how to manage, motivate and improve efficiency of middle managers responsible for an agency or a franchise in a highly decentralised structure.

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published: 01 Jan 1995

  • Topic: Operations
  • Industry: Services
  • Region: Europe

Show details ...

Abstract:
OK Service is in the sector of emerging household repair services and has developed through agencies and franchise, 142 units and 110MFF turnover in 1994. The company offers household repairs on a subscription basis sold by repairmen on emergency visits. The case analyses the company's approach to managing relationships, motivation and control of agencies and franchises with the objective of maximising profit of customer loyalty.

Pedagogical Objectives:
One of the main objectives of the case is to analyse the potential gains of customer retention as measured by subscriptions. Another objective is to analyse how to manage, motivate and improve efficiency of middle managers responsible for an agency or a franchise in a highly decentralised structure.

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