Building better business practices at InterContinental: Using music to improve core brand positioning

Abstract

Purpose

Reviews the latest management developments across the globe and pinpoints practical implications from cutting‐edge research and case studies.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

In January 2007 at EMI's Abbey Road Studios in North London, the spiritual home of the Beatles experience and a shrine for many a music lover's pilgrimage, the global brand team of InterContinental Hotels & Resorts (InterContinental) was challenged to create their own musical version of their brand's profile.

Practical implications

Provides strategic insights and practical thinking that have influenced some of the world's leading organizations.

Social implications

Provides strategic insights and practical thinking that can have a broader social impact.

Originality/value

The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy‐to‐digest format.

Citation

(2010), "Building better business practices at InterContinental: Using music to improve core brand positioning", Strategic Direction, Vol. 26 No. 10, pp. 9-11. https://doi.org/10.1108/02580541011080492