Strategic Management in Context at Swallow Hotels

Draws on recently completed research project concerned with strategic management at Swallow Hotels. Reviews literature which is hospitality specific and concludes that there is relatively little available. However it is possible to identify three main approaches to strategic management and to discuss briefly the contribution each makes to an understanding of the subject. The first approach is journalistic, the second approach covers appropriate tools and techniques and the third approach considers applied research. Presents two key aspects of the methodology of the fieldwork: model building and the obtaining of company‐specific information for application to the model. In conclusion uses a case study of Swallow Hotels in the early 1990s by way of illustration.