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Professional Development Program (PDP)

Course Details

- Course Description

Title: Strategic Alternatives in the Hospitality Industry: Franchising, Management Contracts, and Ownership (formerly Franchising in the Hospitality Industry)

Singapore (January 14-16, 2010)
Course Cost US $2,500 - Apply online

Course Focus:

In the hospitality industry most executives today agree that the three main strategic alternatives for growth are: Management Contracts, Franchising Contracts, and Ownership. Every industry executive should have an in-depth knowledge of the three of them, the positive and negative implications of each of them, and the different strategic factors that should be considered when deciding which one is the best for your company or your individual hospitality business.

The course is designed to provide a general perspective of these three strategic alternatives from a managerial viewpoint. The objective is to examine management contracts, franchising contracts and ownership from different angles to get a full scope of the main strategic options in the hospitality industry today.

We will discuss the reasons to use management contracts, franchising or ownership as a growing strategy; the advantages and disadvantages of each of them from the point of view of the brand and from the point of view of the owner. We will analyze the decision of franchising a hospitality brand, the “franchisability” of a brand, and will give criteria when choosing a brand to become a franchisee. We will discuss in detail the main characteristics of the management contracts in the hospitality industry, the management contract provisions that you want to protect and those that you may want to concede in a negotiation process, the owner and operator bargaining power, and the main trends in management contracts today in Europe, USA and Asia. All this practical knowledge would be challenged in class by discussing cases of companies facing the strategic dilemma of how to develop their hospitality business.

The participant would end up having an in-depth knowledge of what today are the main strategic alternatives in the hospitality industry: management contracts (the largest trend in Asia), franchising contracts (the main trend in USA) and ownership or leasing (more common in Europe).

Key Benefits:

Using a combination of lectures, exercises, case studies of leading lodging, restaurant and service companies currently using the three different strategic alternatives: management, franchising, and ownership; participants would gain a hands-on understanding of the different strategic scenarios in the hospitality industry today.

Topics Include:

  • Strategic alternatives: how to develop a hospitality business today
    o Management Contracts
    o Franchising contracts
    o Ownership

  • Management Contracts in the hospitality industry:
    o Understanding the management contract
    o Trends in hospitality management contracts
    o Hot topics when negotiating a management contract
    o Owner and operator bargaining power

  • Franchising in the hospitality industry:
    o Understanding the franchising contract
    o Trends in hospitality franchising contracts
    o Fees, royalties, industry trends, franchisability

  • Bringing it all together: management contracts, franchising contracts and ownership. What is the best alternative? Criteria for defining the best strategic scenario for your hospitality business.

Faculty

  • Ramon Diaz-Bernardo, Ph.D., Professor: Singapore, (January 14-16, 2010)

Level

View Course Schedules by Location

PDP Schedule for Singapore January 2010

PDP Schedule for Ithaca, New York*

*You will be re-directed to the School of Hotel Administration website of Cornell University

View All Singapore Courses (Alpha Order)

Apply Now
January 2010 online application
Download an application to submit via postal mail or email to cni-execed@ntu.edu.sg

Print Application forms
January 2010
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