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The Beginning

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Carolina de Carvalho

on 12 November 2013

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Transcript of The Beginning

Paul Dubrule discovered the concept of hotel chains during his stay in the USA in the 60's and believed he could transport it to Europe.
The Beginning
The first idea was to create a chain of hotels near the airports and alongside with the growing national highway system in France.
But this idea had to wait because he could not find enough investment.
Gérard Pélisson (1932) who also worked in the USA became interested in the project and joined Dubrule, attracting enough capital through his business connections.

In 1967 the first hotel, Novotel was created and they set a goal of opening a new hotel per year during the next 10 years. In 1970 they had already 7 Novotels.

Consolidation in the domestic market with the acquisition of Mercure

The Dual Management
Dubrule and Pélisson, interchangeable partners

Professional distance and equality

Environment of trust

Delegation of responsibility is necessary it unleashes creativity

A blend of american and french characteristics

Paul Dubrule
Gerard Pélissson
80’s: acquisition of luxury hotel chain Sofitel
Pragmatic vs Tightly Controlled
Management “bicéphale”
“We concentrated on our respective fields of expertise, but we always discussed things with each other. That way, after a while, each of us had acquired the expertise of the other”.
From a country structure to a brand structure
“You cannot be successful unless you succeed in North America”, Dubrule and Pélisson

Entry to North American market in 1990 with the acquisition of Motel 6
Finance
Human Resources
External Resources
External Relations
Consistency in ACCOR’s overall culture, ethics, and training on ACCOR Academy.
Ethics stated in the company principles “Blue Book of Ethics and Management”.
1985, first ACCOR Academy, training and continuing education for its employees.
The company’s image, public relations, relations with investors.
Internal Growth
External Growth
2000
2003
2005
2006
Real-time reservation online: accorhotels.com
Meal Service Card is introduced in China.
100 million visitors
Sofitel in Bali, Wellington and Shenyang
The first IBIS opens in China
2007
2009
2011
2013
Opening of the 4,000th hotel, the Novotel Madrid Sanchinarro in Spain.
Hotel expansion program in India: open 5.000 rooms in 5 years.
Pullman
Surf Gold
Sofitel in Central Asia
Accor's strong position in the Pacific with Mirvac
Accor and MasterCard Strategic Alliance
Strategy
Emerging Countries
Mature Markets
Asset Light
Brand Segmentation
Asia - Pacific Region
Alice Isoux
Andreas Ehrman
Asiya Lapatnikova
Carolina Carvalho
Diogo Cruz
Edivalda António
Luís Simão
Sara Alves
Ricardo Santos
Nuno Mendonça
International Business
14.11.2013
Masters in International Management
Dr. José Paulo Esperança
Dr. Márcio Amaral Baptista
Internationalization Strategy
Product diversification with the acquisition of the restaurant chain Courte Paille.

Geographic diversification with opening of hotels in French visited countries like North Africa and the Middle East (lower psychic distance first)

Geographic expansion to European countries (Germany, Switzerland, UK)”
Internationalization Strategy
Full transcript