Marriott’s Innovation Lab

Read the article:

https://lodgingmagazine.com/crowdsourcing-is-changing-hotel-design-and-marketing/ (Links to an external site.)

Watch the video about Marriott International’s Innovation Lab:

http://edition.cnn.com/video/data/2.0/video/business/2014/05/14/spc-business-traveller-marriott-hotel-lab.cnn.html (Links to an external site.)

How effective is Marriott’s use of crowdsourcing for new product development?

Starbucks Brand Extension Strategy

Branding has become so strong that today hardly anything goes unbranded. A “brand extension” involves the use of a successful brand name to launch new or modified products in a new category. Watch the videos about Starbucks. Some analysts express strong concerns about Starbucks’ rapid expansion despite the success. Some critics worry that the company may be overextending the Starbucks brand name. What do you think about the brand extension strategy of Starbucks?

Note: Starbucks initiated “Evening Happy Hour” and started to sell beer, wine, and appetizers at 400 hundred locations a couple of years ago, but cancelled the program in the U.S. in 2017.

Starbucks Expands Into Branded Products Beyond Coffee

Starbucks CEO: Growth isn’t a strategy

https://youtu.be/-xVekEX2qkQ