Week 1 DQ 2 - Chapter 5 1 For the following case...

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Chapter 5 1. For the following case titled “Sleepless Nights at Holiday Inn” (published in Business Week and adapted here): a. Identify the problem b. Develop a theoretical framework c. Develop at least four hypotheses (Be sure to use the information from Chapter 5 to address these.) Sleepless Nights At Holiday Inn Just a few years ago, Tom Oliver, the Chief Executive of Holiday Hospitality Corp., was struggling to differentiate among the variety of facilities offered to clients under the Holiday flagship—the Holiday Inn Select designed for business travelers, the Holiday Inn Express used by penny pinchers, and the Crowne Plaza Hotels, the luxurious hotels meant for the big spenders. Oliver felt that revenues could be quadrupled if only clients could differentiate among these. Keen on developing a viable strategy for Holiday Hospitality, which suffered from brand confusion, Tom Oliver conducted a customer survey of those who had used each type of facility, and found the following. The consumers didn’t have a clue as to the differences among the
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