DIE STRATEGIEN DIE VOM INTERNATIONAL HOTELKETTEN BENUTZT WERDEN UM IN EINEM NEUEN LAND DURCHZUDRINGEN
Strategies Used by International Hotel Chains to Enter into a New Country

Summary/Abstract: At the beginning, the economists thought that the strategies used by companies, to enter into a new market or country ware the same for all the companies. It did not matter if the companies did produce products or services. Then, they observed the difference between the two types of companies. Also, the companies that are producing services should be separate in two: companies that have soft or hard services. The companies that offer hard services are using the same strategies that are used by companies that produce products. The companies that offer soft services are not using all the internationalization strategies. The international hotel chains are offering soft services and are using as internalization strategies the license, strategic alliances and FDI. The strategies that are most used by hotel chains are the franchise and the management contract.

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