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Teaching Case Study: Building The Corporate Identity – The Case Of Anniks Hotel

Author

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  • Ana Cuic Tankovic

    (University of Rijeka Faculty of Tourism and Hospitality Management, Croatia)

Abstract

This case describes the problem of building a strong corporate identity in the Anniks hotel following the change of the general manager. After a short theoretical background about the construct of corporate identity, the hotel is presented in its distinctive characteristics and type of guests. The results of the interviews with the team manager are presented, as well as an analysis of the actual, desired and ideal corporate identity in order to foster creativity, encourage critical thinking and identify the elements of a new corporate identity.

Suggested Citation

  • Ana Cuic Tankovic, 2020. "Teaching Case Study: Building The Corporate Identity – The Case Of Anniks Hotel," Tourism and Hospitality Management, University of Rijeka, Faculty of Tourism and Hospitality Management, vol. 26(2), pages 455-462, December.
    • Handle: RePEc:tho:journl:v:26:y:2020:n:2:p:455-462
    DOI: https://doi.org/10.20867/thm.26.2.10
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    References listed on IDEAS

    as
    1. Guillaume Soenen & J. Balmer, 1999. "The ACID test of corporate identity management," Post-Print hal-02312896, HAL.
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    More about this item

    Keywords

    corporate identity; corporate marketing; marketing in hospitality; strategic management;
    All these keywords.

    JEL classification:

    • L83 - Industrial Organization - - Industry Studies: Services - - - Sports; Gambling; Restaurants; Recreation; Tourism

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