INTERNATIONALIZATION PROCESS

The Challenges Faced By The Managers In The Internationalization Process: An Investigation In Hotel Sector

Chapter 1: Introduction3

Background of the study3

Problem Statement3

Aim and objective4

Chapter 2: Literature Review5

Chapter 3: Methodology13

Research Design13

Justification and rationale for choosing the case13

Researcher's Profile Personal Suitability15

Project Management, Time And Plan Issues15

Limitations for the study16

Ethical Issues16

Validity and Reliability17

References18

Appendices25

Consent Form25

Chapter 1: Introduction

Background of the study

In the franchising literature, the hotel industry is often studied. Indeed, this sector is a perfect illustration of the organisation in franchised networks, and this, all around the world with brands like Mercure, Ibis, Comfort Inn, Courtyard, etc. The hotel industry is global, with a strong internationalisation of the chains. This topic of internationalisation remains an important task for the network operators. They must try to adapt their chain to the country they want to penetrate. This is Not always easy … One system, not organised in franchise, is particularly present everywhere without any uniformity in the concept. It is the case of Best Western (BW). This paper is twofold. After having presented briefly the international tourism and the hotel sector, a particular focus is made on BW. Its organisation neither in franchise nor in company arrangement, but in affiliation, seems interesting to be studied in the internationalisation context.

Problem Statement

In the franchising literature, the hotel industry is often studied. Indeed, this sector is a perfect illustration of the organisation in franchised networks, and this, all around the world with brands like Mercure, Ibis, Comfort Inn, Courtyard, etc. The hotel industry is global, with a strong internationalisation of the chains. This topic of internationalisation remains an important task for the network operators. They must try to adapt their chain to the country they want to penetrate. This is not always easy … One system, not organised in franchise, is particularly present everywhere without any uniformity in the concept. It is the case of Best Western (BW). This paper is twofold. After having presented briefly the international tourism and the hotel sector, a particular focus is made on BW.

Aim and objective

Examining internationalisation process in hospitality sector.

Analysing hotel industry by global regions.

Understanding the internationalisation process and strategies adopted by BW.

Examining the success of the hotel after the implementation of the internationalisation strategies.

Understanding the franchise concept and its benefits for the hotel setor.

Chapter 2: Literature Review

Originating in the USA, franchising has emerged as a powerful new way of facilitating the growth of service organizations. Fladmoe-Lindquist (2000, pp. 154) points out that business-format franchising has become an established global enterprise trend within the service sector. Franchising gives those industries and organizations whose products cannot be exported (such as services) an opportunity for market expansion. From a business perspective, it involves less risk than some other means of internationalization, notably direct investment (Aydin and Kacker, 2000, pp. 59).

Lashley and Morrison (2000) point out that business-format franchising has become an established global enterprise trend within the service sector in general and specifically within the hospitality services sector. They indicate further that franchising has become a mature industry in the USA and well established ...