MV07580001
FOCUS ASIA BUSINESS LEADERS - BANYAN TREE POST IPO: BRAND SUSTAINABILITY DURING RAPID GLOBAL EXPANSION
By Cathy Enz, Ali Farhoomand, Pauline Ng
Singapore-based Banyan Tree has niche positions in three core areas: hotels and resorts, spas and retail. With more than 120 international awards and accolades, and a successful IPO in June 2006, Ho Kwon Ping has ambitious expansion plans. The Volume shows the challenges surrounding global branding of an Asian villa-themed spas and resort business. The dangers of brand dilution are addressed within the context of developing a niche market based on customer experience.
DVD (With Business Case Booklet)
27 minutes
2008
Requirement
:
Qty :
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
31
32
33
34
35
36
37
38
39
40
41
42
43
44
45
46
47
48
49
50
51
52
53
54
55
56
57
58
59
60
61
62
63
64
65
66
67
68
69
70
71
72
73
74
75
76
77
78
79
80
81
82
83
84
85
86
87
88
89
90
91
92
93
94
95
96
97
98
99
100