Case Study: Should a Hotelier Invest in a New Kind of Online Travel Agency?
Harvard Business Review
SEPTEMBER 21, 2015
Lotta, who’d joined Ervaring from Marriott two years before, was the first to admit that her new company, with 12 brands operating 5,000 hotels, mainly in Europe, needed help. But Lotta wasn’t yet ready to gamble a significant portion of her marketing budget on it. The venture had four equity partners — all major U.S.
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