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Rationale Behind Adaptation of the Global Hotel Chain Marketing Strategies in the Russian and the European Markets: the Case of Radisson and Four Seasons

Student: Benedetta Pallini

Supervisor: Nadezhda Zinkovich

Faculty: Faculty of World Economy and International Affairs

Educational Programme: International Business (Master)

Final Grade: 7

Year of Graduation: 2019

Rationale Behind Adaptation of the Global Hotel Chain Marketing Strategies in the Russian and the European Markets: the Case of Radisson and Four Seasons aims at discovering whether adaptation should be used in order to stand out among competitors and whether the choice of its implementation depends on the peculiarities of the firm or on the markets features. In the first chapter, the authors explore international marketing strategies in general, and later on, more specifically those strategies applied in global hotel chains. The second chapter is the practical and analytical approach to the main topic through the comparison of Radisson and Four Seasons. Finally, the last part concerns the findings and the main discoveries brought from the analysis of the selected case study together with recommendations for future research and businesses.

Full text (added May 13, 2019)

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