Enrique Felgueres-Jr, CEO (RI) Mexican Rosenbluth International Operations, was recently tasked with turning Bancomer Travel Services, a small Mexican-owned agency, a branch of RI. Rosenbluth service concept has contributed to the success of RI in the tourism industry, businesses in the U.S. and Canada, but the U.S. / Canadian success does not mean that the concept of Rosenbluth service can be accepted carte blanche to Mexico. This case challenges students to consider if and how to adapt the concept of service to the Mexican market, the Mexican business travelers, and for travel to Mexico. "Hide
by John Kamauff, David L. Ager Source: Richard Ivey School of Business Foundation 8 pages. Publication Date: March 1, 1995. Prod. #: 95D006-PDF-ENG
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