Case: Wyndham International Fostering High-Touch with High-Tech

Overview
Wyndham attempting to establish itself as recognized lodging brand Restructured from real estate to hotel company Core strategy of new guest program called Wyndham ByRequest

Wyndham ByRequest
Not points based Customized guest profiles Built on centralized IT infrastructure
Integrate data from different sources, and disseminate to geographically dispersed properties

Dedicated property-level personnel Integrated organizational structure Operate at majority of Wyndham properties
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Competitive Advantage
Positive and Negative Aspects of program

Branding
What is the value of a brand in the lodging industry?

Sustainable Competitive Advantage

The Analysis of Sustainability: The Logic of Barriers to Erosion and Response Lag Drivers

Creating Barriers to Imitation

Creating Barriers to Imitation

IT Resources and Capabilities

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Complementary Resources Barrier

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IT Project Barrier

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IT Project Barrier

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IT Project Barrier

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Preemption Barrier

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