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TRIPADVISOR: AN ITINERARY FOR GROWTH

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In 2019, TripAdvisor was one of the best known online travel brands and for nearly 20 years founder and CEO Steve Kaufer had steered TripAdvisor to growth and profitability, but recently the company's pace of growth had started to slow. Most of the company's revenue was generated by users clicking from its site to hotel booking sites. TripAdvisor relied on Google for both free and paid traffic. As Google began to build up and promote its own travel search services, the company sought to diversify by offering bookings for vacation rentals, restaurants and experiences. In addition, Kaufer created a new team called Core Experience (CoreX) to coordinate TripAdvisor's branding and create a coherent product strategy across its business units. Could Kaufer and his executive team turn TripAdvisor's overcome the Google threat and reinvigorate growth?

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Availability

CS820039

CS820039

RLC MM (Server RLC)

Available

Detail Information

Series Title

Case Study

Statement of Responsibility

Jeffrey Rayport

Call Number

CS820039

Publisher

Boston : Harvard Business Publishing., 2019

Collation

26 p. ; 3 mb.

Language

English

ISBN/ISSN

820039-PDF-ENG

Classification

658

Content Type

PDF File

Edition

-

Subject(s)

Strategy
Manajemen Stratejik
Case Study
Operations
Supply Chain Management
Marketing

Specific Detail Info

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