The chief marketing officer of a Dutch hospitality group considers whether she should invest a substantial portion of her budget in partnering with a start-up whose business model involves bypassing online travel agencies. Expert commentary comes from Ted Teng, president and CEO of The Leading Hotels of the World, and Michael Levie, COO at citizenM, a Netherlands-based hotel company. Link to the article
DEV, C.S. and O'CONNOR, P. (2015). Case Study: Challenge the Middlemen? Harvard Business Review, 93(12), pp. 119-122.