Case: Wyndham International Fostering High-Touch with High-Tech

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Case Wyndham InternationalFostering High-Touch
with High-Tech
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Overview

• Wyndham attempting to establish itself as
  recognized lodging brand
• Restructured from real estate to hotel company
• Core strategy of new guest program called Wyndham
  ByRequest

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Wyndham ByRequest

• Not points based
• Customized guest profiles
• Built on centralized IT infrastructure
• Integrate data from different sources, and
  disseminate to geographically dispersed
  properties
• Dedicated property-level personnel
• Integrated organizational structure
• Operate at majority of Wyndham properties

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Competitive Advantage

• Positive and Negative Aspects of program

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Branding

• What is the value of a brand in the lodging
  industry?

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Sustainable Competitive Advantage
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The Analysis of SustainabilityThe Logic of
Barriers to Erosion and Response Lag Drivers
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Creating Barriers to Imitation
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Creating Barriers to Imitation
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IT Resources and Capabilities
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Complementary Resources Barrier
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IT Project Barrier
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IT Project Barrier
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IT Project Barrier
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Preemption Barrier