Case Study

Airôtel Rümlang’s branding challenge: A conjoint study

9 pages
May 2009
Reference: IMD-5-0750

Irene Fellner owns her family’s three-star hotel in Switzerland. Facing decreasing revenues, she undertakes a conjoint analysis that suggests she should take on a brand name. She therefore considers joining the hotel chain Comfort Hotels as a franchisee.

Learning Objective

This case is appropriate for teaching at MBA, EMBA or executive levels. In certain instances, it may also be taught in undergraduate courses as a means to illustrate the application of conjoint analysis. In particular, the case would be effective for market research, pricing, segmentation and hospitality courses.

Keywords
Segmentation, Hospitality, Market Research, Pricing, Brand Management, Franchising, Global Marketing, Hotel
Settings
Switzerland
2003
Type
Field Research
Copyright
© 2009
Available Languages
English
Related material
Teaching note
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