Ctrip is a $437 million Chinese online travel services business with a scientific, data driven approach to management. The case investigates Ctrip's founding and early growth, its expansion into multiple market segments including the sources of its competitive advantage, air ticketing, leisure travel, and corporate travel, and also resort bookings. The firm organization’s culture and call center operations are described in detail, as are its decision making and business processes. At the conclusion of the case, executives are contemplating whether Ctrip should pursue either the budget or high-end travel sections, which would mean switching focus from the business’s core customer base of Frequent Independent Travelers.
PUBLICATION DATE: January 06, 2013 PRODUCT #: 315C07-HCB-CHI
This is just an excerpt. This case is about LEADERSHIP & MANAGING PEOPLE
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