Dynamic Marketing Capability in the Hotel Industry : A Customer-Centric Framework for Hospitality in Turbulent Times
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This
book explores the profound disruption experienced by the hospitality industry,
with a particular focus on the Indonesian context, during periods of severe
market volatility such as global pandemics. It examines how traditional
operational models were shaken to their core, transforming once-bustling hotel
lobbies into empty spaces and shifting the strategic survival hinge toward
advanced marketing capabilities. Grounded in David Teece's framework of dynamic
capabilities, the text moves beyond standard resource allocation to define a
specialized marketing view tailored for hospitality. It emphasizes that
long-term resilience requires a deep, capability-driven approach rather than
temporary tactical adjustments.
To
guide hotels through demand instability, the author introduces three
foundational dimensions of marketing capability: market sensing, market
learning, and strategic targeting and positioning. The book details how
properties can build an active apparatus to listen to market signals, convert
those signals into organizational knowledge through cross-functional learning,
and dynamically reposition themselves amid volatile demand. Concluding with a
practical maturity model and an examination of organizational design, this
comprehensive work outlines clear implications for industry practitioners,
academic research, and hospitality education, serving as an essential blueprint
for building a genuinely capable and adaptive hotel.