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Banyan Tree Hotels & Resorts: Gauging Investors' Views on Corporate Social Responsibility    
 
Product Ref: 03/173C Company: Banyan Tree Hotels & Resorts

Product Type: Case Industry: Hotels, Restaurants, Leisure

Related Product(s): Teaching Note
Authors: Eliza Tse   Kay Ross   Pauline Ng
In January 2003 Mr. Ho Kwok Ping, the co-founder and Chairman of Singapore-based Banyan Tree Hotels & Resorts, debated whether or not to take his privately held company public. The company developed and operated several boutique resorts and spas around Asia. The company was known for its strong commitment to protecting the environment driven by its leaders' passionate belief in behaving ethically and responsibly. This pro-environment, socially responsible philosophy was integral to the Banyan Tree brand. The company had major plans for expansion in Asia and around the world which required outside funding. But Ho Kwok Ping was reticent about the public offering. Would investors feel as passionately as he did about the company's pro-environment values and initiatives? Would they see the company's environmental philosophy as a viable long-term business strategy? Would they consider it merely a marketing gimmick or worse, as an expensive, expendable luxury that jeopardised their return on investment? Would he and his managers have to compromise their values in order to deliver acceptable returns to the company's shareholders? The case examines his dilemma.
Functional Area : Finance & Investments
Human Resource Management
Marketing

Issues: Corporate Social Responsibility, Business Ethics, Ecotourism, Ethical Investment, Branding Strategy, Public Listing
Length: Text: 9 pages
Exhibits: 6 pages
Country: Global

Pub. Year: 2003 Level of Difficulty: 1
         
This product type is available in the following language(s):      English   Simplified Chinese
         
Related Information: N/A
 
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