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CSVS/108C Banyan Tree: Sustainability of a Brand During Rapid Global Expansion

Product Type: Case, DVD

Functional Area: Marketing, Strategy & General Management
Pub. Year: 2008

Following a successful IPO in June 2006, Banyan Tree Holdings Limited planned to use parts of the proceeds to finance an ambitious expansion plan. At the core of this business development plan was an ...

Ali Farhoomand
Cathy Enz
Pauline Ng