ABSTRACT
This chapter looks at development strategy, growth and brand management and illustrates how these three entities are interlinked in a practical context and how they can be used to establish a transformative programme to deliver growth in an internationally managed hospitality organization. The processes involved are demonstrated by the example of Indian Hotels Company Limited (IHCL) use of the principles in its business transformation. The structure is in six sections is as follows:
Historical context
General definitions
Strategy: Creating value and shaping the future
Strategic brand management
IHCL’s Journey of transformation
Conclusion
