AUTHOR
Kedidi, Sophia; Torfve, Caroline

DEPARTMENT
Business Administration and Social Sciences / Industrial marketing and e-commerce

SUMMARY
The aim of this study is to investigate how international hospitality organizations (IHO's) are communicating its corporate identity. Issues regarding corporate identity are crucial for the survival of IHO's, and if it is managed well it will serve as a competitive advantage. Two case studies are used to elucidate the research purpose: Scandic Hotels and Radisson SAS. These two cases provide insights on how corporate identity is managed in the hospitality industry. Information from both organizations have been collected through interviews and are then evaluated descriptively. How IHO's are planning its corporate identity communication strategically from a managerial perspective will be described. The findings shows that an organization's brand name is tha most important visual tool for IHO's. However, the importance of using as many tools as possible, together with the importance of consistent and coordinated communication efforts following a red thread in order to transfer the correct message, will be highlighted. Finally, how IHO's, mainly through training, implement the corporate identity internally will be portrayed. Furhermore, the usefulness of intranet for such training will be presented.

ISSN 1404-5508 / ISRN LTU-SHU-EX--05/002--SE / NR 2005:002