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
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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:
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Strategic alternatives: how to develop a
hospitality business today
o Management Contracts
o Franchising contracts
o Ownership
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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
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Franchising in the hospitality industry:
o Understanding the franchising contract
o Trends in hospitality franchising contracts
o Fees, royalties, industry trends, franchisability
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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.
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Faculty
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Ramon Diaz-Bernardo, Ph.D., Professor: Singapore,
(January 14-16, 2010)
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Level
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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 |
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View All Singapore Courses (Alpha Order) |
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