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THE IMPACT OF MERGERS AND ACQUISITIONS ON BRAND VALUE IN THE HOTEL SECTOR DURING THE ECONOMIC CRISIS IN SPAIN. A CASE STUDY OF NH HOTELES & HESPERIA.
Halmstad University, School of Business and Engineering (SET).
Halmstad University, School of Business and Engineering (SET).
2012 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

This dissertation examines the role and impact of the M&A’s created during the economic crisis in the tourism sector on the brand strategy, and their portfolio. We analyze different theories explaining brand concept, the advantages and disadvantages of building a new brand or buying an existing brand, how the portfolio can change after the merger and the concept of rebranding to draw conclusions thought the examination of a case study based on the biggest urban hotel chain in Spain: NH Hotels and its merger with Hesperia. This research has been made through secondary data regarding the hotels chains and all the theories studied during the study research and it has been completed through an in-depth interview made by telephonic and e-mail techniques, with the marketing department of NH Hoteles in Spain. The finding of this study provides useful information regarding brand strategies and portfolio strategies acquired during the economic crisis for many hotels and others industries.

Place, publisher, year, edition, pages
2012. , 63 p.
Series
Halmstad University Dissertations
National Category
Economics and Business
Identifiers
URN: urn:nbn:se:hh:diva-19060OAI: oai:DiVA.org:hh-19060DiVA: diva2:538335
Subject / course
Marketing
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2012-06-29 Created: 2012-06-29 Last updated: 2012-06-29Bibliographically approved

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fulltext(1975 kB)5699 downloads
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Type fulltextMimetype application/pdf

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf