The reverse model of repositioning: A case study of the Howard Johnson hotel chain in China

Lianping Ren, Po-Ju Chen, Jinlin Zhao and Peilai Wang

Journal of Global Scholars of Marketing Science, 2017, vol. 27, issue 4, 227-242

Abstract: This study explores the repositioning of an international hotel brand, Howard Johnson China (HoJo China) and examines the decoding strategies and process the firm undertook to establish itself in that market. The study reports that HoJo China had gone through a reverse model of repositioning, starting with the repositioning decision, followed by customer response analysis, and competitor analysis. A persistent pursuit of service quality and effective management consolidated the repositioning of HoJo China. The study includes creating a causal map to analyze the success factors of the repositioning case of HoJo China. The discussion describes the influences of contextual factors.

Date: 2017
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DOI: 10.1080/21639159.2017.1360144

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