Strategic alternatives in the hospitality industry

Management Contracts, Franchising and Ownership

MARCH 29TH, 1PM – 5PM, AT REYKJAVIK UNIVERSITY

Gain a hands-on understanding of the different strategic scenarios in the hospitality industry today with this 4-hour intensive course.

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.

Key Benefits:
Using a combination of lectures, exercises and 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 (management contracts, franchising contracts, ownership)
– Management Contracts in the hospitality industry (understanding the management contract, trends in hospitality management contracts, hot topics when negotiating a management contract, owner and operator bargaining power)
– Franchising in the hospitality industry (understanding the franchising contract, trends in hospitality franchising contracts, 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.

Instructor: Ramon Diaz-Bernardo
Professor at IE Business School in Madrid and a Visiting Professor at Reykjavik University

Ramon Diaz-Bernardo is a Professor of Marketing at IE Business School in Madrid, Spain and a Visiting Professor at Reykjavik University School of Business. He serves regularly as a consultant for the United Nations World Tourism Organization and for both private and public companies and institutions in the Tourism and Hotel Sector in Europe and America. He holds a degree in Engineering from Universidad de Oviedo, Spain, an MSc in Engineering by the University of Nottingham, an MBA from ESDEN Business School, Madrid, and he received his Ph.D. in Business Administration (Marketing) from IESE Business School in Barcelona. He is an active member of the Academy of Marketing and the American Marketing Association.

Further information:
Guðmunda Smáradottir
Director
Opni háskólinn í HR, Executive Education
Tel: +354 599 6374
Mobile +354 6977292
gudmundas@ru.is opnihaskolinn.is