Harmon Hotels
The main problem that Harmon Hotels is facing is that of cultural differences. As a corollary of this problem, the organization has no experience as a global company: all its hotels are in the United States and the expansion to France is the first part of a larger expansion project to Europe. As a consequence, the company will face communication and integration problems as it moves to the European market.
There are several additional issues to this core problem, which need to be listed before recommendations are made. First, the European market in general, and the French one in particular, is a pretentious, difficult market. Customers have particular expectations and it will not be enough to replicate the Harmon Hotels business model that works in the United States to the European market. A certain level of customization will be required.
Second, the managers...
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