Problem:
OYO, one of the largest chains of franchised hotels, was started by Ritesh Agarwal in 2011 with a different named and relaunched as OYO in 2013. After raising $100M, in 2016, OYO started international expansion. There are quite a few reasons OYO has not been able to scale successfully in the international markets.
If you were in charge of the international expansion of the product, what would you make sure of to eliminate or minimise the country-of-origin bias?
1. Explain the role of marketing and brand strategy in managing business performance.
2. Describe how to manage innovation to fuel product growth and strategy.