In today’s global market, many companies aim to become big fish in several international ponds. Bass Hotels and Resorts is no different, targeting growth within each of its three geographical divisions – the Americas, Asia Pacific and Europe, Middle East and Africa (EMEA). The scope of its operations led to the company being renamed Six Continents Hotels and Resorts, in July 2001. However, throughout this review the company will be referred to as Bass, as the brand name is still widely recognized.
Strategic Direction – Emerald Publishing
Published: Apr 1, 2004
Keywords: Hotel industry; International expansion; Culture; Shareholders
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