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  • July 2008
  • Case
  • HBS Case Collection

Hilton Hotels: Brand Differentiation through Customer Relationship Management

By: Lynda M. Applegate, Gabriele Piccoli and Chekitan Dev
  • Format:Print
  • | Pages:18
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Abstract

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; Marketing Strategy; Privatization; Performance Evaluation; Information Technology; Accommodations Industry

Citation

Applegate, Lynda M., Gabriele Piccoli, and Chekitan Dev. "Hilton Hotels: Brand Differentiation through Customer Relationship Management." Harvard Business School Case 809-029, July 2008.
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About The Author

Lynda M. Applegate

Entrepreneurial Management
→More Publications

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    City Group Hospitality: Fostering Digital Relationships with Guests

    By: Lynda M. Applegate, Gabriele Piccoli and Joaquin Rodriguez
More from the Authors
  • Akervall Technologies: Leading Through Crisis By: Lynda M. Applegate
  • ANB: Twins in a Perfect Storm By: Lynda M. Applegate and Ramzi Fathallah
  • City Group Hospitality: Fostering Digital Relationships with Guests By: Lynda M. Applegate, Gabriele Piccoli and Joaquin Rodriguez
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