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De, Liberate and Emerging Strategies

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Submitted By djebah10
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Djeba Augustine

DELIBERATE AND EMERGING STRATEGIES Deliberate strategy is a strategy realised as intended while emergent strategy is said to be patterns of consistence realised despite, or in the absence of intentions. “ A strategy is said to be perfectly deliberate if the realised is formed exactly as intended. A strategy is perfectly emergent if there is order in the absence of intentions ”. ( Mintzberg & Waters, 1985). TYPES OF STRATEGY 1. Branding 2. Diversification and specialization 3. Acquisitions and mergers 4. Competitive strategies e.t.c.

BRANDING Branding as a segmentation strategy is based on the idea that a brand name is part of the process of giving tangibility to what is essentially intangible, providing “shorthand” method of establishing a particular property’s quality by giving the customer important information about its product and service, sight unseen. (Brucks, Zeithaml and Naylor -2000 ) In this regard, the brand’s value is based on potential guest’s awareness of the brand, their perception of its quality and overall customer satisfaction. By establishing a set of promises to consumers, a brand creates a differentiated identity in hotels where functional characteristics of the products are not substantially differentiated. Consequentially, brand personality may be a salient reason for selecting one brand over another. (Siguaw , Mattila &Austin -1999).

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