Color cases must be printed in color, to escalate their effectiveness. In January 2014, Gary Bald, senior vice president of Safety, Environment and Health at Royal Caribbean Cruise Lines (RCL), arranged for a review meeting with the firm's chief executive, Adam Goldstein, and chairman, Richard Fain. Subsequent to joining RCL in 2006, Bald had spent 28 years with the Federal Bureau of Investigation. After seven years of updating security for the cruise line, Bald stated, "We have come a long way, but what keeps me up at night is what I don't know." As he prepared for his meeting with Fain and Goldstein, Bald considered whether his department's present initiatives would be enough to keep RCL's position in the frontier of cruise industry best practice, and whether RCL could and ought to identify itself in marketing from its rivals in the areas of security, environment and health.
Royal Caribbean Cruises Ltd. Safety, Environment and Health case study solution
PUBLICATION DATE: February 20, 2014 PRODUCT #: 514069-PDF-ENG
This is just an excerpt. This case is about SALES & MARKETING
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