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Case: Wyndham InternationalFostering High-Touch with High-Tech

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Overview

Wyndham attempting to establish itself asrecognized lodging brand

Restructured from real estate to hotel company

Core strategy of new guest program calledWyndham ByRequest

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Wyndham ByRequest

Not points based Customized guest profiles

Built on centralized IT infrastructure

Integrate data from different sources, anddisseminate to geographically dispersed properties

Dedicated property-level personnel

Integrated organizational structure Operate at majority of Wyndham properties

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Competitive Advantage

Positive and Negative Aspects of program

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Branding

What is the value of a brand in the lodgingindustry?

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Sustainable Competitive Advantage

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The Analysis of Sustainability:The Logic of Barriers to Erosion and

Response Lag Drivers

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Creating Barriers to Imitation

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Creating Barriers to Imitation

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IT Resources and Capabilities

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Complementary Resources Barrier

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IT Project Barrier

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IT Project Barrier

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IT Project Barrier

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Preemption Barrier