What was the most impressive aspect of Banyan Tree’s international expansion? Did any of their tactics surprise you?

This case (4-1 page 603 of the text) on the international success of the Asia-based Banyan Tree Hotels and Resorts provides a Non-U.S. perspective on the challenge of taking a company international. It is also a great example of the globalization of a service. Since many of you are travelers, I hope you’ll find it an interesting case.

Please discuss the following and share your reactions to the perspectives posted by other students in the class (use can use two separate posts if you wish):

  1. What was the most impressive aspect of Banyan Tree’s international expansion? Did any of their tactics surprise you? What do you think were some of the key reasons they were successful?
  2. How important is the brand name to the target customers? How important is it for the brand to be considered local versus global? Yet, do you see even more global potential for Banyan Tree along the lines of Four Seasons, Westin, and Hilton?
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