An exploratory study of marketing standardization by international hotel companies: Some research propositions

This exploratory study examined marketing standardization in the hotel industry. As hotel companies continue the internationalization process, standardizing the marketing program could prove to be a viable strategy with appropriate benefits. The objectives of this study were to synthesize the literature on international marketing, standardization and globalization with the literature on hotel marketing to develop tentative research propositions. Primary research served to evaluate these tentative propositions and then formulate them into final propositions for future investigation.

Name thesis:degree_name

Master of Science (MS)

Level thesis:degree_level

Thesis

Discipline thesis:degree_discipline

Hotel Administration

Grantor dc:publisher

University of Nevada, Las Vegas

Year

1992

Author dc:creator

• Kurup, Ramesh Kanjuli

Contributors dc:contributor

• Wesley Roehl

Statement dc:rights

• IN COPYRIGHT. For more information about this rights statement, please visit http://rightsstatements.org/vocab/InC/1.0/

Language dc:language

English

Identifier

https://oasis.library.unlv.edu/rtds/258

OAI identifier oai:identifier

oai:oasis.library.unlv.edu:rtds-1257