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Author Ettenson, Richard, author

Title Best Western International : one global brand / [prepared by professors Richard Ettenson, Dennis Guthery, and Bill Jacoby]
Published Glendale, AZ : Thunderbird, The American Graduate School of International Management, [2003]
copyright 2003
Online access available from:
International Business Online    View Resource Record  


Description 1 online resource (41 pages) : illustrations
Series International business online (text)
Thunderbird case series
Summary Best Western International (BW) is striving for global brand leadership in the broad, worldwide, mid-scale lodging market. Management must decide how best to strategically position the Best Western (BW) brand in an increasingly competitive lodging environment. There is also the need to provide direction and connection to BWI's affiliates and members worldwide to ensure that marketing and business success in different markets is not isolated and random. How to achieve this goal presents management with many marketing, branding, and organizational challenges
Notes Thunderbird case number: A12-03-0024
Title from resource description page (viewed November 24, 2014)
In English
Subject Best Western International Inc.
Globalization -- Case studies.
Hospitality industry -- Case studies.
Genre/Form Case studies.
Form Electronic book
Author Guthery, Dennis Alan, author
Jacoby, Bill, author
Thunderbird, The American Graduate School of International Management, publisher