IMD-5-0750 © 2009
Stefan, Michel

Irene Fellner holds her family’s three star resort in Switzerland. Confronting declining sales, she assumes a conjoint analysis that recommend that she should take on a brand name. She thus reflects on joining the hotel chain Comfort Hotels as a franchisee. Learning objectives: This instance is appropriate for teaching at EMBA, MBA or executive levels. In specific cases, it can also be educated as a mean to represent the use of conjoint analysis in undergraduate classes. In particular, the instance would not be ineffective for market research, segmentation, pricing and hospitality programs.

Subjects: Segmentation; Conjoint; Market research; Hospitality; Brand management; Pricing; Global marketing; Franchising
Settings: Hospitality; Switzerland: CHF 1.2 million turnover; Hotel; 2003

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