Cunill's book offers an enlightened macro perspective on varied topics ranging from hotel branding and alliances to management agreements in the global market. Well‐versed with current industry trends, Cunill succinctly fulfils his overarching objectives, namely providing benchmarks for international hotels seeking substantive growth.
His approach is grounded in sound academic footing as he lucidly presents each chapter, excelling with Strategic Alliances: Joint Ventures. In this, Cunill metaphorically illustrates the strategic differences between the “One Night Stand” and the “I Do” alliance, making it challenging for this reader to divorce herself from the text. In continuation, Cunill demonstrates the KISS literary approach: unfolding a detailed strategic theory, offering macro analysis and proffering examples and supplements with tables validating significant assertions (however, at times, he recapitulates the data expressed in the preceding table vs. analyzing it). While fundamentally a supplemental tool for educational instruction, Cunill's Growth Strategies and presentation style will be appreciated by industry aficionados and those incubating entrepreneurial companies as well. The writing style lends itself to a myriad of readers and may be read swiftly for highlights.
A succinct approach, coupled with solid miniature case studies and visual acknowledgements, should propel the book seamlessly into the hands of a time‐strapped generation of students, academics and even practitioners. Ultimately, Cunill succeeds in spotlighting positive historical strategic initiatives among premier global companies, while reminding the reader that forecasting socio‐cultural conditions, technological innovations, economic situations, ecological changes and political developments are all integral to advancement. More importantly, as he avows, these strategic initiatives may be applied not only to the hospitality and tourism sector but may extend to other global industries. If the 7 Basic Elements he defines are applied, conceptually similar to those profiled by Sun‐Tzu in the Art of War, then success will be imminent. Echoing that, Cunill surely followed such strategic groundwork for The Growth Strategies of Hotel Chains, and will reap a similar success.
