Enrique Felgueres, Jr., general manager of Rosenbluth International (RI) Mexican operations had, recently given the task of converting Bancomer Travel Services, a small Mexican owned agency in a branch of RI. The Rosenbluth service concept has helped RI success in the U.S. and Canada business industry, but the U.S. / Canadian success does not mean that the service concept Rosenbluth carte blanche can be made in Mexico. This case calls on students to cons … Read more »

Enrique Felgueres, Jr., general manager of Rosenbluth International (RI) Mexican operations had, recently given the task of converting Bancomer Travel Services, a small Mexican owned agency in a branch of RI. The Rosenbluth service concept has helped RI success in the U.S. and Canada business industry, but the U.S. / Canadian success does not mean that the service concept Rosenbluth carte blanche can be made in Mexico. This case challenges students to whether and how to adapt the service concept for the Mexican market, the Mexican business and be considered for the trip to Mexico.
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from
John Kamauff,
David L. Ager
Source: Ivey Publishing
8 pages.
Release date: 01 March, 1995. Prod #: 95D006-PDF-ENG
Rosenbluth International Mexico (shortened) HBR case solution

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