Week 3 Discussion (1) 1 1 unread reply. 1 1 reply. We will use the discussion fo

Week 3 Discussion (1)
1 1 unread reply. 1 1 reply.
We will use the discussion forum to teach using a “teaching” case to reinforce our learning this week. Our teaching case is Digital Marketing Strategy Of Accor Hotels: Shaping The Future Of Hospitality available to you on Canvas > Modules> Teaching Case
In this forum, let’s explore the following based on your review of the chapter, your assigned readings and the analysis of the case. Please use this opportunity to contribute to the forum by refraining from posting superficial posts, such as congratulatory, conciliatory and anecdotal posts. Think about the case and imagine you are having a class discussion and the professor is call on the class to provide perspectives on the following.
Discuss the tourism and hospitality industry that Accor occupies and the remarkable disruptions that has occurred over the last two decades.
Provide an overview of Accor’s business model of “augmented” hospitality (use the case and the Mergent database link, annual report. Does the vision statement use of “meaningful” hospitality, rather than “excellence” or superior, consistent with the business model?
Who are the disrupters and why should Accor be concerned about their prevalence and might? Are the disrupters similar? How are they different? Assess the likely impact of on Accor’s business model?
EText: Chapter 5 Big Data and Marketing Analytics
Zhang, J. Z., Watson,George F.,,IV, & Palmatier, R. W. (2018). Customer relationships evolve – so must your CRM strategy. MIT Sloan Management Review, 59(3), 1-7. https://search-proquest-com.ezproxy.library.berkeley.org/docview/2046025473/fulltextPDF/D675F58905A24153PQ/10?accountid=38129 (Links to an external site.)
Customer_Relationships_Evolve_.pdfActions
Hiltbrand, T. (2015, Fire up your social media strategy with big data analytics. Business Intelligence Journal, 20, 8-16. Retrieved from https://search-proquest-com.ezproxy.library.berkeley.org/abicomplete/docview/1716007570/fulltext/18F8962A67B4B55PQ/6?accountid=38129 (Links to an external site.)
Fire_Up_Your_Social_Media_Stra (1).pdfActions
Bendle, N. T., & Bagga, C. K. (2016). The metrics that marketers muddle. MIT Sloan Management Review, 57(3), 73-82. Retrieved from https://search-proquest-com.ezproxy.library.berkeley.org/docview/1778414422/fulltextPDF/E4439949F5EA480BPQ/1?accountid=38129 (Links to an external site.)
The_Metrics_That_Marketers_Mud.pdfActions
Schrage, M. (2017). What Most Companies Miss About Customer Lifetime Value. Harvard Business Review Digital Articles, 2–5. http://search.ebscohost.com.ezproxy.library.berkeley.org/login.aspx?direct=true&db=bsh&AN=124260112&site=ehost-live (Links to an external site.)
Thomke, S. (2019). The magic that makes customer experiences STICK. MIT Sloan Management Review, 61(1), 56-63. Retrieved from https://search-proquest-com.ezproxy.library.berkeley.org/docview/2295417243/fulltextPDF/16269F6203814866PQ/1?accountid=38129 (Links to an external site.)
The_Magic_That_Makes_Customer_.pdfActions
Stahlkopf, C. (2019). Where Net Promoter Score Goes Wrong. Harvard Business Review Digital Articles, 2–6. Retrieved from http://search.ebscohost.com.ezproxy.library.berkeley.org/login.aspx?direct=true&db=bsh&AN=139333964&site=ehost-live (Links to an external site.)
HBR Where Net Promoter Score Goes Wrong.pdf