Scandic Hotels was one of the first hotel chains to believe that it is a good strategy to do the right thing for the environment, and earn money at the same time by sharing values with its guests. It linked customers and employees with a shared vision about the environment and social issues. Not only is Scandic Hotels customer and employee focused but it also unifies core values for both of them as well. Former chief operating officer (CEO) Ronald Nilsson observed: “Tomorrow’s market is about mutual values. Scandic had been looking inward—as many hotels today do; only focusing on the product and services—instead of outward at the values of the market. The next generation won’t tolerate insensitivity with the environment.” ...
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