Ctrip is a $ 437 million Chinese online services company with a scientific, data-oriented approach to management. The case is considered the base and the beginning of growth Ctrip, its expansion in several market segments, including hotel reservations, air tickets, leisure travel, corporate travel, and sources of competitive advantage. Operations firm culture, organization, and call center, described in detail, as well as its decision-making and business processes. At the end of the case, managers are considering whether Ctrip should actively pursue either to the budget or luxury travel segment, which will mean a shift of attention from the core business of the Company's customer base frequent independent travelers. "Hide
by David Garvin, Nancy Hua Dai Source: Harvard Business School 20 pages. Publication Date: January 6, 2012. Prod. #: 312092-PDF-ENG
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