Wyndham Worldwide Adopts a Stakeholder Orientation Marketing Strategy
Synopsis:
From its founding in 1981, Wyndham Worldwide has emerged as a global powerhouse in the lodging, timeshare, and rental industry. Along the way, Wyndham struggled through several mergers and acquisitions and an inconsistent branding strategy. After struggling through the recession of 2008, Wyndham moved quickly to reinvigorate its core brands and launch new lodging concepts, all with a laser focus on a stakeholder orientation marketing strategy. This case briefly reviews Wyndham’s history and challenges that the company faced in becoming the powerful brand that it is today. Wyndham’s multifaceted stakeholder orientation marketing strategy is also reviewed with consideration for how Wyndham’s brands have become synonymous with quality, ethical leadership, customer satisfaction, and sustainability.
Questions
How does Wyndham’s stakeholder orientation create a strategic marketing advantage?
How do Wyndham’s diverse brands contribute to customer satisfaction and marketing performance?
Do the awards and recognition that Wyndham has received for social responsibility and ethics contribute to its financial performance? If so, how?