A Strategy of Duality: New Choreography for the Marriott/Ritz-Carlton Dance

A Strategy of Duality: New Choreography for the Marriott/Ritz-Carlton Dance

  • Case
  • Teaching Notes
Abstract

In 1995 the Marriott Corporation acquired the Ritz-Carlton group but kept maintained a great deal of separation between the two organizations. However, in 2009–10, two changes occurred that impacted The Ritz-Carlton: 1) Marriott Corporation divided their company into 4 geographic divisions and brought many independent Ritz-Carlton hotels under Marriott’s corporate offices; and 2) The Ritz-Carlton introduced The Ritz-Carlton Rewards—a decision the company had resisted for nearly 10 years. How has Marriott Corporation maintained a successful “hands-off” strategy and preserve their successful partnership with the exquisite and stunning brand of iconic luxury? This case explores the effective dual strategy approach as demonstrated by Marriott Corporation and The Ritz-Carlton.

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