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Keywords: IHCL
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Case Studies
Case Provider:
The CASE Journal
The CASE Journal (2014) 10 (2): 171–184.
Published: 01 August 2014
...Subhadip Roy; Subhalaxmi Mohapatra Synopsis The present case study discusses the multi-branded strategy of hotels by the Indian Hotels Company Limited (IHCL) in 2012. The brand architecture of the group in 2012 consisted of four brands, namely Taj, Vivanta, Gateway and Ginger. However such brand...
