The purpose of this study is to explore the management of expansion strategy in the hotel industry using the control approach as presented in the literature of organizational theory. This integration illustrates that the management of risk in expansion strategy is intertwined with control. The question “How does control intervene in the management of risk in expansion strategy?” was the operationalization of the overarching question of strategy and structure. The answers to this question are summarized in a framework and four propositions. The contribution of this work to academia is threefold. First, this work provides a detailed, theories-driven documentation about how expansion strategies are conducted in the international hotel context. Second, this research integrates three different fields of research and directs to multiple new research tracks in both fields of strategic management and organization theory. Third, this study offers a new approach to measure the alignment between strategy and structure. From a managerial standpoint, this research offers guidance for the comprehension of the determinants of risk in the expansion strategy for international hotel chains. / Ph. D.

Submitted by GABRIEL FURLAN COLETTI (gabrielf.coletti@gmail.com) on 2017-05-15T20:11:28Z No. of bitstreams: 1 Dissertação Versão Final Gabriel Coletti.pdf: 1905120 bytes, checksum: 6f89fae014a1b117da8fd3fcbc30c15d (MD5) / Approved for entry into archive by Luiz Galeffi (luizgaleffi@gmail.com) on 2017-05-16T14:50:57Z (GMT) No. of bitstreams: 1 coletti_gf_me_arafcl.pdf: 1905120 bytes, checksum: 6f89fae014a1b117da8fd3fcbc30c15d (MD5) / Made available in DSpace on 2017-05-16T14:50:57Z (GMT). No. of bitstreams: 1 coletti_gf_me_arafcl.pdf: 1905120 bytes, checksum: 6f89fae014a1b117da8fd3fcbc30c15d (MD5) Previous issue date: 2017-03-27 / O número de estudos que tratam da internacionalização de empresas tem aumentado nos últimos anos. Esse aumento é verificado, em grande medida, devido à adequação das teorias que tratam do tema à dinâmica do setor de serviços, tendo sido elas elaboradas originalmente para explicar o investimento estrangeiro de empresas industriais. Tal fenômeno ocorre em função do crescimento da importância do setor terciário na economia mundial e, principalmente, pela incorporação de diversos serviços em todas as cadeias produtivas da indústria. Essas estruturas de produção acompanham a divisão internacional do trabalho, com etapas específicas distribuídas pelos países segundo suas competências produtivas. Essa distribuição foi possibilitada, entre outros fatores, pela diminuição dos custos de transporte internacional, que levou a um aumento não apenas nos fluxos de comércio mundial, mas também na atividade turística internacional. O turismo, por sua vez, é uma atividade que necessita de diversos serviços, dentre eles os de hotelaria. As grandes empresas que prestam serviços hoteleiros também adotaram a estratégia de expansão internacional nos últimos anos, mas sua dinâmica difere de outras empresas de serviços em função da heterogeneidade do setor terciário. Visto isso, este trabalho tem o intuito de explorar a capacidade explicativa das teorias de internacionalização, bem como a possibilidade de adapta-las à dinâmica real do mercado, considerando as estratégias das redes hoteleiras internacionais no Brasil. Verifica-se que as teorias de internacionalização possuem poder explicativo limitado para a indústria hoteleira. Para responder tais questões, foram levantados dois objetivos: analisar as estratégias de entrada das redes internacionais de hotelaria no Brasil, e, posteriormente, estruturar um referencial analítico que compreenda as peculiaridades do segmento estudado. O trabalho, que utiliza uma abordagem qualitativa dentro de estudo de múltiplos casos, é iniciado com a caracterização e dimensionamento do setor de serviços e do segmento de hotelaria, por meio de revisão bibliográfica e levantamento das atividades. Os dados utilizados nesta pesquisa são levantados junto à Smith Travel Research (STR Global), que correspondem as 15 maiores redes de hotelaria com base em seus números de hotéis no Brasil e em seu tipo de operação/estratégia de entrada, numa amostra total de 1872 hotéis. Para o referencial de teorias e estratégias de internacionalização, é estruturada uma revisão bibliográfica em livros e artigos de periódicos, sintetizando seus pontos principais, tornando possível o esforço de análise qualitativa entre seus fundamentos e os dados levantados. / The number of studies concerning companies' internationalization has increased in the past years. This increase occurs largely due to the adequacy of theories that deal with the subject to the dynamics of the service sector, and these were originally designed to explain the foreign investment of industrial companies. Such phenomenon occurs due to the growth of the importance of the tertiary sector in world economy and, mainly, the incorporation of several services in all the productive chains of the industry. These production structures accompany the international division of labor, with specific stages distributed by countries according to their productive competencies. This distribution was made possible, among other factors, by the decrease in international transportation costs, which led to an increase not only in world trade flows, but also in international tourism activity. Tourism, in turn, is an activity that requires several services, such as hospitality. The large companies that provide hotel services have also adopted the strategy of international expansion in recent years, but their dynamics differs from other service companies due to heterogeneity of the tertiary sector. Thus, this work intends to explore the explanatory capacity of internationalization theories, as well as the possibility of adapting them to the real market dynamics, considering the strategies of international hotel chains in Brazil. It is verified that the internationalization theories have limited explanatory power for the hotel industry. In order to answer such questions, two objectives were raised: to analyze the entry strategies of international hotel chains in Brazil, and, later, to structure an analytical framework that comprehends the peculiarities of the studied segment. The work, which uses a qualitative approach within multiple cases study, is initiated with the characterization and dimensioning of the service sector and the hotel segment through bibliographic review and survey of activities. The data used in this research are collected from Smith Travel Research (STR Global), corresponding to the 15 largest hotel chains based on their hotel numbers and type of operation/entry strategy, with a total sample of 1872 hotels. For the internationalization theories and strategies referential, a literature review is structured based in books and articles, synthesizing its main elements, making possible the effort of qualitative analysis between its fundamentals and the collected data.

The aim of the thesis is to analyze the current state of the international hotel industry and possibility of using international experience for the development of the hotel industry in Russia. The thesis is divided into three chapters. In the first chapter the hotel industry is examined from a theoretical point of view. The second chapter examines the trends of the international hotel industry, including the role of international hotel chains in the world. The third chapter is focused on the analysis of the influence of international hotel chains on the development and improvement of the hotel industry in Russia.

Актуальность темы вызвана новыми тенденциями в гостиничной сфере, где теперь недостаточно быть просто хорошим отелем. Нужно быть лучшим. И именно такое понятие как качество сервиса это то, на что первым следует обратить внимание. Цель исследования: анализ и повышение качества сервиса в отеле Park Inn by Radisson Ekaterinburg. Для достижения поставленной цели были выполнены следующие задачи: изучена литература на тему исследования; охарактеризованы внутрикорпоративные стандарты Radisson Hotel Group направленные на обеспечение высококлассного сервиса; охарактеризованы внутренние стандарты по обеспечению качества сервиса в отеле Park Inn by Radisson Ekaterinburg»; проанализированы разработанные автором проекты, нацеленные на повышение качества сервиса; проведен анализ отзывов гостей на предмет качества сервиса. Для детального изучения предмета исследования были применены такие инструменты как: социологический эксперимент; сопоставлена важность материальных и нематериальны ценностей в отеле при помощи анкетирования, рассчитан коэффициент весомости показателей конкурентоспособности и сделан вывод, что сервис является одним из основополагающих показателей при выборе отеля потребителем. Постоянное поддержание высокого сервиса и его улучшение требует большого количества времени и внимания. Это непрерывные тренинги, поддержание и актуализация стандартов отеля, разработка новых проектов и многое другое. Поэтому в отеле была введена должность «Менеджер по сервису и качеству» специально для детальной проработки обеспечения сервиса всех предоставляемых в отеле услуг. Эту должность занимаю я, и в её рамках я занималась проведением мероприятий по улучшению сервиса. Семантический анализ отзывов гостей показал, что сервис в Park Inn by Radisson Ekaterinburg находится на высоком уровне и гости оценили его значительно выше, чем материальные показатели. Сервис – это неотъемлемая составляющая индустрии гостеприимства. Каждый этап взаимодействия гостя с отелем нельзя упускать из внимания. Park Inn by Radisson Ekaterinburg это современный международный отель, который понимает важность предоставления качественного сервиса своим гостям и активно занимается его совершенствованием. В условиях жесткой конкуренции недостаточно обеспечить правильное соблюдение стандартов обслуживания. Необходимо опережать ожидания гостя. Обеспечение высококачественного сервиса это непрерывная работа по анализу мнения гостей, отслеживанию новых тенденций обслуживания, работа с меняющимися потребностями потребителей и постоянная разработка новых проектов для привлечения и удержания гостей. / The relevance of the topic is caused by new trends in the hotel industry, where now it is not enough to be just a good hotel. You have to be the best. And it is important to pay attention to such a thing as quality of service. Purpose of the study: analysis and improvement of the quality of service in the hotel Park Inn by Radisson Ekaterinburg To achieve this goal, the following tasks were completed: studied literature on the research topic; characterized the internal corporate standards of the Radisson Hotel Group aimed at providing high quality service; characterized the internal standards for ensuring the quality of service at the Park Inn by Radisson Ekaterinburg "; analyzed the projects developed by the author aimed at improving the quality of service; an analysis of guest reviews was carried out for the quality of service. For a detailed study of the subject of research, the following tools were used: sociological experiment and questionnaires. Maintaining high service and improving it constantly takes a lot of time and attention. These are continuous trainings, maintaining and updating hotel standards, developing new projects and much more. Therefore, the position of "Service and Quality Manager" was introduced in the hotel specifically for the detailed study of the provision of service for all services provided in the hotel. I occupy this position, and within its framework I was engaged in carrying out activities to improve the service. Semantic analysis of guest reviews showed that the service at Park Inn by Radisson Ekaterinburg is of a high standard and the guests rated it significantly higher than material indicators. Service is an integral part of the hospitality industry. Each stage of the guest's interaction with the hotel should not be overlooked. The Park Inn by Radisson Ekaterinburg is a modern international hotel that understands the importance of providing quality service to its guests and is actively improving it. In a highly competitive environment, it is not enough to ensure that service standards are adhered to correctly. It is necessary to stay ahead of the guest's expectations. Providing high-quality service means continuous work on analyzing guests' opinions, tracking new service trends, working with changing consumer needs and constantly developing new projects to attract and retain guests.