Case Study: Should a Hotelier Invest in a New Kind of Online Travel Agency?
Harvard Business Review
SEPTEMBER 21, 2015
Lotta Tindal, the chief marketing officer for the Dutch hospitality group Ervaring Hotels & Resorts, hadn’t wanted to come to the presentation, but Gerard Bakker, Ervaring’s CFO, had twisted her arm. “These things are nothing more than glorified sales pitches,” she whispered to him.
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