Publications
Publications
- March 1992
- HBS Case Collection
Merv Griffin's Resorts
Abstract
Discusses a management team that used computer-based information to micro market and provide superior products and service in a highly competitive market. The company is a leading firm in the gaming industry, and their extensive internal systems allowed them to track complete customer histories, gaming behavior, and even profitability down to the individual. Explores the management priorities and options in using this information to build a superior product service offering. Teaching objective: To show management alternatives to micro market in a service business. To communicate new marketing capabilities enabled by information technology. To explore/communicate a new role for senior management in the governance of MIS/marketing systems.
Keywords
Citation
Sviokla, John J. "Merv Griffin's Resorts." Harvard Business School Case 192-105, March 1992.