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)
