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Complete Case details are given below :
Case Name : Hilton Hotels: Brand Differentiation through Customer Relationship Management
Authors : Lynda M. Applegate, Gabriele Piccoli, Chekitan S. Dev
Discipline : Strategy
Case Length : 18 pages
Solution sample availability : YES
Plagiarism : NO (100% Original work)
Description for case is given below :
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.
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