| HBS Case Collection
Hilton Hotels: Brand Differentiation through Customer Relationship Management
This case analyzes the Hilton Hotels Corporation's CRM strategy at a key juncture in its history, immediately after the firm has been taken private by Blackstone. The case provides students with a comprehensive history of the evolution and IT enablers of Hilton's CRM Initiative, as well as the proprietary OnQ enterprise system. The case thus offers a rare opportunity to engage in a longitudinal evaluation of the firm's CRM initiative and to enable students to propose the future evolution of the initiative based on their analysis.
Keywords: Customer Relationship Management;