Scarborough_Rosewood_02 - Copy

Scarborough_Rosewood_02 - Copy - Rosewood Hotels and...

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Rosewood Hotels and Resorts The questions below are to help you with the Rosewood case. Please answer each of them as completely and thoroughly as you can. No answer, excluding excel sheets, may exceed one-half page of text. (standard 1-inch margins, 12 pt. Times New Roman typeface, 1.5 line spacing). The questions are due as specified in your syllabus. With this case, we are particularly interested in the metrics of estimating consumer lifetime value. However, there are some considerations of brand extension as well as considerations of a few other marketing concepts. You might want to examine briefly the ideas about brands that are presented on pages 257-265 of your text. In working on the quantitative aspects of the case, you should access the following site. http://harvardbusinessonline.com/flatmm/flashtools/cltv 1. Why is Rosewood considering a new brand strategy? Rosewood’s former brand strategy excluded the management company’s name and logo.
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Scarborough_Rosewood_02 - Copy - Rosewood Hotels and...

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