Entry modes: marketing consortium

Abstract

This chapter provides an open-hearted analysis of how Falcon International Hotels (FIH) over previous years has been considering and developing its brand. The notion that changes are triggered by senior management demonstrates that there is a sound mentality driven by the persistent spirit within the world-wide hospitality industry. For practitioners and future-practitioners in the hotel industry, this case study serves as important food for thought about how a company as successful as FIH is consistently seeking further development. The chapter also assists the worlds of practice and education to engage in discussing the fascinating business of international hotel management. The ongoing changes in brand promise are explored as well as the major process of developing an employment brand. Internal and external brand are compared in terms of consistency and a set of improvement actions is discussed. The discussion is then taken further to explain how enhancing the company's employment brand and resulting diversity strategy are taken on.