December 2014
Beginner to intermediate
706 pages
24h 45m
German
Content preview from Marketing-Management in der Hotellerie, 3rd Edition
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5 Internationales Marketing-Management in der Hotellerie
5.1 Globalisierung als Herausforderung für die Hotellerie
Das Phänomen der Globalisierung der Weltwirtschaft ist seit mehr als zwei Jahrzehnten ein beherrschendes Thema, sowohl in der wissenschaftlichen Literatur als auch in der Unternehmenspraxis. Die Wahrnehmung von Zukunftschancen bedeutet heute unweigerlich Internationalisierung, und so ist eine Verstärkung und Ausweitung der globalen Präsenz nicht nur für Industrieunternehmen eine bedeutsame Wettbewerbsstrategie. Auch im Dienstleistungssektor gewinnt diese strategische Option an Bedeutung, so dass sich die Hotellerie, ebenso wie andere Dienstleistungsbranchen, mit den Chancen und Risiken der Globalisierung auseinandersetzen muss. ...
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