EFMD has announced the winners of the 2011 EFMD Case Writing Competition. This year was a record for the number of entries received and the quality was exceptionally high. There were 14 winning cases; of these, the case titled "The Park Hotels: Designing Experience" written by Professor J Ramachandran and Professor Seema Gupta, representing Indian Institute of Management Bangalore, won the award in the category "Indian Management Issues and Opportunities". This category was sponsored by Emerald.
For the last thirty years, EFMD has been organising its yearly case writing competition. The aim of this competition is to encourage the writing of case material involving European companies and institutions as well as material dealing with topics concerning other geographical areas such as Asia, Latin America, Middle East and Africa, generally underrepresented among the available sources.
ABSTRACT: The Park Hotels: Designing Experience
The case traces the transformation of The Park Hotels (TPH) from being "yet another hotel" at the time of its founding in 1967 into India's first boutique hotel network. It describes how Priya Paul, the Chairperson, TPH, and her team created a uniquely Indian boutique hotel network -infusing each property with local ethos and a charming distinction; emphasizing intimate and personalized service, and positioning each hotel as an entertainment destination for customers. The case invites students to consider the strategic choices open to the TPH management in 2010 as they cope with growing competition from the entry of international majors (Hyatt, Starwood Hotels and JW Marriott) and the expansion plans of domestic giants (The Taj, Oberoi and ITC Welcomgroup) while seeking to retain the distinctiveness and individuality of each of the properties in the network.
About the Authors:
J. Ramachandran is professor of strategy at the Indian Institute of Management Bangalore. He primarily studies the growth and governance challenges of business groups, multinational corporations and creative firms. Professor Ramachandran was recently honoured as the first Bain Fellow in India, and academic recognition for his work includes: the IMD FDC Award for Best Paper in Strategy / IB Theory from the Academy of Management USA; the Tata Steel-IIMB award for best case on corporate social responsibility; best paper citations from the Strategic Management Society, USA and the Academy of Management, USA; best case awards from the Association of Indian Management Schools [AIMS] and the Central and East European Management Development Association [CEEMAN], as well as best teacher awards at IIM Bangalore.
Seema Gupta is Assistant Professor of Marketing at the Indian Institute of Management Bangalore. She has earlier worked with RPG Enterprises in Sales and Marketing function. Her current research interests are Marketing strategy, Corporate Reputation and Marketing Communications. She was recipient of ISB-IVEY Best Case Award 2011. She has published papers in international journals such as Corporate Reputation Review and Public Relations Review. She is the academic affiliate of Reputation Institute (RI) a premier international research and consulting organization, for India. She is an invited speaker in forums of Marketing, Corporate Reputation, Corporate Communications and Public Relations.