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Journal of Business Strategy, 2010, Vol.31 (4), p.39-46
Ort / Verlag
Emerald Group Publishing Limited
Erscheinungsjahr
2010
Link zum Volltext
Quelle
Alma/SFX Local Collection
Beschreibungen/Notizen
Purpose Corporate communications and music seem unlikely bedfellows. Increasingly, businesses are turning to nontraditional methods to create competitive advantage. This case study demonstrates how such alliances can reveal new opportunities for creating sustainable differentiation in the marketplace. Designmethodologyapproach This paper examines the strategy and processes behind a specific positioning initiative undertaken by one of the global leaders in the hospitality industry. It charts its genesis, and the evolution from a simple concept into a major international initiative. Findings Although interventions may start from a simple conceptual basis, in this instance the more effective use of music in hotels, this study shows how the development of a systematic, artsbased training initiative, making direct connection with the business imperatives of a client, can prompt more exacting inquiry into established industry practice and act as a catalyst for organisational change. It demonstrates the importance of developing a shared understanding between the protagonists of the culture within which the process takes place, and how necessary it is to establish a mutually acknowledged lingua franca for the purposes of conceptual exchange. In this way, additional and unexpected benefits can emerge. Originalityvalue Music is acknowledged universally as having profound personal impact, but that this is generally a highly subjective experience. As this paper shows, in the light of new research into the wider context of music in society, it also presents opportunities as a catalyst for the pursuit of deeper levels of learning with value to be accrued at both corporate and personal level.