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Courtyard by Marriott - 1988 Finalist

Marsha Scarbrough, Marriot Corporation
Douglas Shifflet, D.K. Shifflet & Associates, Ltd.
Paul Green, University of Pennsylvania
Jerry Wind, University of Pennsylvania

Marriott applied a conjoint-analysis-based approach involving all major hotel features and services influencing choice to design a new hotel chain. As a result, specific guidelines were selected, from target market segment of population to physical layout and services, resulting in Courtyard by Marriott, a concept successfully test marketed and subsequently introduced nationally and which spawned an entire new product category in the hotel industry.

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Marketing Engineering Edelman Prize Video Collection

Marketing Engineering Edelman Prize Video Collection

Category: Management | Updated almost 2 years ago

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