Abstracts: Volume 1, Issue 1

Hotel General Manager Position in Dubai  

By Fevzi Okmus

This case study presents a scenario about Mr. David Miller who is receiving an offer to become a general hotel manager (HGM) of a luxury hotel in Dubai. Although it appears to be a good stepping stone for him, David has some concerns in relation to his career goals, the hotel in Dubai, the hotel industry in Dubai and the Middle East. The case study aims to generate discussions about how hotel companies can train their managers to develop and lead cross-cultural teams, how they deal with cross-cultural challenges and how hotel managers can better handle their work-life balance.

Key words: Cross-cultural issues, Dubai, hotel general manager, internationalization, work-life balance, hotel groups.

A Case Study of Sustainability in Jackson County, North Carolina

By Cynthia S. Deale, Shardae D. Brown, Kristine M. Miller, Emily M. Elders and Carrie Blaskowski

This case study describes the efforts by Jackson County, North Carolina to implement sustainability practices for tourism and the health of the county. It outlines how the county’s leaders and residents are embracing sustainability through their current practices such as recycling, land preservation and conservation efforts, and community engagement. A variety of community partners and organizations engage in sustainability efforts to showcase local products, use land wisely, create effective infrastructure, and pursue activities that promote sustainability. Questions and concerns about the challenges those in the county may face to ensure a sustainable future are presented.

Key words: sustainability, tourism, green energy, infrastructure, water quality, local food

Where is the Beef? A Case Study of Taco Bell

By Mahmood Khan and Maryam Khan

This case study deals with a recent class-action lawsuit alleging that the beef or seasoned beef served by Taco Bell® does not meet USDA requirements. The lawsuit wanted a judgment against Taco Bell® so that they stop labeling of the product used as beef and forcing them to use corrective advertising. The company’s dilemma was to respond without disclosing the confidential ingredient information of the products while controlling any damage to its reputation and consumer/employee /franchisee confidence. Adopting a non-traditional innovative marketing strategy, Taco Bell® provides a swift and strict rebuttal using social media in their advertising campaigns.

Key words: Franchise; Ingredient disclosure; Litigation; Social Media; Advertising; Marketing Strategy.

Marketing Strategies for the Sandwich Solution: Gaining Competitive Advantage through Social Networking

By Mary E. Dawson , Kristi Baker , Wen Chang, Alexis Hoey, Rebecca Purdy, Brian Saxenian, Ryan Smith and Kelly Thomas

In today’s environment, understanding how to use social networking sites to build a competitive advantage is a pertinent skill. Businesses are turning to sites like Facebook, Twitter, and Foursquare to instantly interact with consumers by offering potential rewards or promotions. This case study asks the question, “How can social networking sites be utilized to build a competitive advantage for a hypothetical restaurant?” Students are asked to evaluate social marketing strategies by selecting from a variety of networking sites and marketing styles. The strategies will help students understand how to create a competitive advantage while meeting the technological demands an operation.

Key words: Building Blocks of Competitive Advantage, Customer Responsiveness, Marketing, Social Media

Buko Nero, Avoiding the Black Hole of Early Success

By Stephen W. Litvin and Brumby McLeod
Tracy and Oscar Pasinato are living their dream, having recently opened a small restaurant in Singapore named Buko Nero. Oscar mans the kitchen and Tracy the front of the house, serving as hostess and server. Almost from the day the restaurant opened its doors it has been totally sold out. Reservations are full weeks in advance for most sittings. The Pasinatos are making a decent living from the restaurant, but are working extreme hours with no end in sight. They feel that that their success is beginning to be a burden and need solutions that afford their desired lifestyle.

Key words: restaurant operations, pricing, marketing, revenue management

Authentrex: Technology Meets Tourism in an Entrepreneurial Venture

By Alfonso Vargas-Sanchez

This is the story of a company (Authentrex S.A.) created from scratch, only based on the idea of putting together two essential pillars of current society: a technology which is reshaping the whole economy (Internet) and a industry growing all over the globe (Tourism). Due to the lack of experience of the two entrepreneurs involved, they spent a long time researching and looking for the right business model. Finally, visithuelva.com was launched, a registered and bonded travel agency with direct contracting with each supplier and direct sales to the customer (B2B2C) for a specific geographical area (the province of Huelva, an emerging tourist destination in the South-West of Spain, and its surroundings). The advantages and disadvantages of the online business model adopted are discussed.

During the development process, its main architect, Mark Walker, was able to identify unserved needs for potential tourists who were willing to travel to an authentic Spanish (Andalusian) location, and was able to deliver a compelling new value proposition.

At the end of 2010, in spite of its consolidation (break-even point had been reached after only three and a half years of operation), the company is in a crossroads, due to new external and internal circumstances. The new directions proposed by its Managing Director are described.

Key words: Strategic Management, Entrepreneurship, Innovation, Internet, Growth, Sustainable Tourism.