Building better business practices at InterContinental: Using music to improve core brand positioning
Abstract
Purpose
Reviews the latest management developments across the globe and pinpoints practical implications from cutting‐edge research and case studies.
Design/methodology/approach
This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.
Findings
In January 2007 at EMI's Abbey Road Studios in North London, the spiritual home of the Beatles experience and a shrine for many a music lover's pilgrimage, the global brand team of InterContinental Hotels & Resorts (InterContinental) was challenged to create their own musical version of their brand's profile.
Practical implications
Provides strategic insights and practical thinking that have influenced some of the world's leading organizations.
Social implications
Provides strategic insights and practical thinking that can have a broader social impact.
Originality/value
The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy‐to‐digest format.
Keywords
Citation
(2010), "Building better business practices at InterContinental: Using music to improve core brand positioning", Strategic Direction, Vol. 26 No. 10, pp. 9-11. https://doi.org/10.1108/02580541011080492
Publisher
:Emerald Group Publishing Limited
Copyright © 2010, Emerald Group Publishing Limited