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Case Study: Should a Hotelier Invest in a New Kind of Online Travel Agency?

Lotta Tindal, the chief marketing officer for the Dutch hospitality group Ervaring Hotels & Resorts, hadn’t wanted to come to the presentation, but Gerard Bakker, Ervaring’s CFO, had twisted her arm. “These things are nothing more than glorified sales pitches,” she whispered to him. “Stop acting like a teenager,” he joked. “I’m trying to pay ...
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