Publicação
Spark by Hilton: exploring strategic market entry in the Iberian Peninsula – SWOT analysis & implementation plan
| authorProfile.email | maddalena.verdolini@gmail.com | |
| datacite.subject.fos | Ciências Sociais::Economia e Gestão | |
| dc.contributor.advisor | Miller, Graham | |
| dc.contributor.author | Verdolini, Maddalena | |
| dc.date.accessioned | 2026-03-17T10:43:56Z | |
| dc.date.available | 2026-03-17T10:43:56Z | |
| dc.date.issued | 2025-01-31 | |
| dc.date.submitted | 2024-12-17 | |
| dc.description.abstract | The present thesis explores the strategic market entry opportunity of a new premium economy hotel brand, Spark by Hilton, into the Iberian Peninsula. It examines the viability of this market segment, identifies optimal regions, and analyses possible brand adaptations to ensure viability and success. Employing a mixed-methods approach, and including a competitor analysis, SWOT evaluation, and cultural insights via Hofstede’s model, the study highlights challenges like market saturation, cultural alignment, and sustainability demands, providing thought through recommendations that emphasize the need for balancing global brand consistency with local strategies to ensure successful entry and sustainable growth in this competitive landscape. | eng |
| dc.identifier.tid | 204132703 | |
| dc.identifier.uri | http://hdl.handle.net/10362/201516 | |
| dc.language.iso | eng | |
| dc.relation | UID/ECO/00124/2013 | |
| dc.rights.uri | http://creativecommons.org/licenses/by/4.0/ | |
| dc.subject | Hospitality | |
| dc.subject | Market research | |
| dc.subject | Consumer behaviour | |
| dc.subject | Market entry | |
| dc.subject | Strategy | |
| dc.subject | Adaptations | |
| dc.subject | Risk management | |
| dc.title | Spark by Hilton: exploring strategic market entry in the Iberian Peninsula – SWOT analysis & implementation plan | eng |
| dc.type | master thesis | |
| dspace.entity.type | Publication | |
| thesis.degree.name | A Work Project, presented as part of the requirements for the Award of a Master’s degree in Management from the Nova School of Business and Economics |