Brand Management Roundtable - Cornell School of Hotel ...

Brand Management Roundtable - Cornell School of Hotel ...

Brand Management Roundtable

April 2-3, 2012

Cornell University

School of Hotel Administration


21992 - 2012


Celebrating 20 Years of

Hospitality Research

Sponsored by

2012 Brand Management Roundtable

Monday, April 2, 2012

n 6:00 – 8:00 p.m. Welcome Reception

(Park Atrium)

n 8:00 – 9:00 p.m. Speed Dating: Students and Roundtable Participants

(Statler 291)

Tuesday, April 3, 2012

Sponsored by:


n 7:00 – 8:00 a.m. Networking Breakfast and Welcome from Professor Chekitan Dev

(Statler Ballroom)

n 8:00 – 9:00 a.m. Brand Champions: Insights from the Best Global Brands

(Statler Ballroom) Provocateur: Mr. Jez Frampton, Interbrand

n 9:00 – 9:15 a.m. Networking Break

(Statler Ballroom)

n 9:15 a.m. – 10:15 a.m. Brand Innovation: New Brand Development

(Statler Ballroom) Provocateurs: Ms. Jennifer Ebert, ?What If! Innovation Partners & Mr. Christian

Hempell, InterContinental Hotels Group

n 10:15 – 10:30 a.m. Networking Break

(Statler Ballroom)

n 10:30 – 11:30 a.m. Brands and the Triple Bottom Line: People, Profits and Planet

(Statler Ballroom) Provocateur: Mr. Tom Zara, Interbrand

n 11:30 – 12:30 p.m. Networking Lunch

(Taverna Banfi Taylor A & B)

n 12:30 – 1:30 p.m. Digital Branding: Social+Search+Mobile

(Statler Ballroom) Provocateurs: Mr. Jez Frampton, Interbrand & Professor Chekitan Dev

n 1:45 – 2:45 p.m. Brand Capabilities: Systems, Structures, and Processes

(Statler Ballroom) Provocateurs: Mr. Andy Bird, Brand Learning & Mr. Jonathan Copulsky, Deloitte

n 3:00 – 3:45 p.m. Summary, Conclusion, Acknowledgments, and Next Roundtable

(Statler Ballroom) Professor Chekitan Dev

Laurence Bernstein

Managing Partner

Protean Strategies Inc.

80 Cumberland Street

Toronto M5R 3V1


Andy Bird

Co-Founder and Executive Director

Brand Learning

Burgoine Quay

8 Lower Teddington Road

Hampton Wick

Kingston Upon Thames KT1 4ER

United Kingdom

Jonathan Copulsky



111 S. Wacker Drive

Chicago, IL 60606


Julie Cottineau



7 Hollywood Drive

Dobbs Ferry, NY 10522

Chekitan Dev

Associate Professor

Cornell University

School of Hotel Administration

244 Statler Hall

Ithaca, NY 14853

Jennifer Ebert

Director, Inventing Practice

?What If!

137 2nd Avenue

New York, NY 10003

Warren Ellish

President & CEO

Ellish Marketing Group

61 Cherry Hills Farm Drive

Englewood, CO 80113

Jez Frampton

Group CEO


85 Strand

London, WC2R 0DW

United Kingdom

Christian Hempell

Vice President, New Business

Development and Delivery, The


InterContinental Hotels Group

3 Ravinia Drive, Suite 100

Atlanta, GA 30346


Benjamin Lawrence

Assistant Professor

Cornell University

School of Hotel Administration

246 Statler Hall

Ithaca, NY 14853

Christine Lee

Senior Director, U.S. Strategy

McDonald’s Corporation

2111 McDonald’s Drive

Oak Brook, IL 60523

Kelly McGuire

Executive Director, Hospitality and

Travel Global Practice

SAS Institute, Inc

World Headquarters

SAS Campus Drive

Cary, NC 27513

Doug Miller

Senior Vice President,

New Business Initiatives


918 F Street NW

Washington DC 20004

Sid Narang

Vice President of Acquisitions &


Starwood Hotels & Resorts Worldwide

One StarPoint

Stamford,CT 06902

John O’Neill


School of Hospitality Management,

The Pennsylvania State University

201 Mateer Building

University Park, PA 16802


Kesh Prasad


Differential Web Solutions, Inc.

7920 Pebble Brook Court

Springfiled, VA 22153

Paolo Rosso

Vice President

Plan Hotel SA

Via Cantonale 3

Lugano 6900


Joseph Strodel, Jr.

Director of Communications and

Corporate Affairs

Cornell University

School of Hotel Administration

189 Statler Hall

Ithaca, NY 14853

Seth Traum

Senior Vice President

Director of Brand Strategy

BrandAsset Consulting

285 Madison Avenue

New York, NY 10017

Rohit Verma

Professor, Executive Director for

The Center for Hospitality Research

Cornell University

School of Hotel Administration

338 Statler Hall

Ithaca, NY 14853

Mark Woodworth


PKF Hospitality Research

3475 Lenox Road

NE Suite 720

Atlanta, GA 30326


Tom Zara

Global Practice Leader

Corporate Citizenship


130 Fifth Avenue

New York, NY 10011

Laurence Bernstein

Managing Partner

Protean Strategies Inc.

Laurence Bernstein has a diverse background of marketing,

research and business consulting experience, culminating in

his current focus on making companies and products grow

by aligning business goals with customer experiences. Over a

twenty five year career in advertising, marketing and consumer

research, he has developed experiential positioning and brand

strategies for major automotive, financial services, hospitality

and CPG companies. He is currently managing partner at

Protean Strategies, a boutique consultancy he founded in 1998.

Laurence is a graduate of Cornell University and has held

senior management positions with Westin Hotels and the

Canadian Restaurant Association before starting his career

in communication and strategic marketing consulting. As an

advertising professional he held senior positions with Y&R

Brands, TBWA Chiat Day and led the retail advertising division of

Saatchi and Saatchi in Canada. He founded Protean Strategies

and BC3 Strategies fourteen years ago.

Protean Strategies Inc is known for innovative and outside the

box thinking. In order to understand client customers at the

most intense level, the firm pioneered psychoanalytic research

techniques, and was the first company in the world to apply

prediction market principles to broad based consumer research.

In addition to strategy consulting, Over the years the firm

has helped build brand and positioning strategies for major

multinational brands including IBM, Fairmont Raffles Hotels and

Resorts, Canadian Tourism Commission, Liverton Hotels, Dell

Computers, General Motors, and a full range of tourism and

hospitality clients.

Laurence has authored numerous articles and white papers on

experiential branding, and is a sought after speaker on brand and

Laurence Bernstein

Protean Strategies Inc.

80 Cumberland Street

Toronto M5R 3V1


customer experience design. He has led seminars and lectured

at Cornell University School of Hotel Administration, Johnson

Business School; University of Toronto; Schulich Business School,

Ontario College of Art and Design, to name a few.

Andy Bird

Co-Founder and Executive Director

Brand Learning

Andy Bird is Co-Founder and Executive Director of Brand

Learning, leading global experts in transforming the marketing

capabilities and commercial performance of people, teams

and organisations. Brand Learning has supported over 100

companies in 60 countries across the world. In 2011, it won ‘Best

Company’ and Andy, together with his business partner Mhairi

McEwan, was awarded ‘Best Leader’ in the UK’s ‘Best Small

Companies Awards’ run by The Sunday Times. Andy and Mhairi

have also recently published a book called The Growth Drivers

which explains how companies can transform their marketing

capabilities to drive profitable business growth.

After achieving a First in Politics, Philosophy and Economics

and a Blue in Soccer at Oxford University, Andy’s early career

included international marketing roles with Unilever in the UK,

Singapore and India. As Vice-President of the Unilever Marketing

Academy, he also set up and led the unit responsible for building

Unilever’s marketing capabilities on a global basis.

Andy is a Fellow of The Marketing Society and a Fellow of the

Chartered Institute of Marketing.

Andy Bird

Brand Learning

Burgoine Quay

8 Lower Teddington Road

Hampton Wick

Kingston Upon Thames KT1 4ER

United Kingdom

Jonathan Copulsky



For more than 30 years, Jonathan Copulsky’s career has been

dedicated to developing and growing profitable customer


Jonathan has helped clients design their “go-to-market”

strategies; revise their channel strategies; create new market-

based segmentation frameworks; establish analytically based

customer loyalty programs; revamp their sales forces, call centers

and database marketing efforts; rethink their service operations

to take advantage of new technology-enabled capabilities; and

integrate customer-facing organization forces in conjunction

with mergers and acquisitions. More recently, his client work

has focused on the impact of new technologies on collaboration

and customer relationship management.

In addition to his work with clients, Jonathan chairs Deloitte

Consulting’s Marketing Council and leads the firm’s eminence


Jonathan speaks and writes frequently on issues related to sales

and marketing management . In addition to more than 30

bylined articles in top-tier publications, Jonathan is the author

ofBrand Resilience: Managing Risk and Recovery in a High-

Speed World.”

Jonathan received a BA in History from Haverford College. He

received his MBA from Stanford University. He has worked

extensively as a volunteer with numerous not-for-profit

organizations and currently serves on the Board of Chicago

Public Radio.

Jonathan Copulsky


111 S. Wacker Drive

Chicago, IL 60606

Julie Cottineau



BrandTwist is a brand consultancy focused on helping

entrepreneurs and corporations build their brands and leverage

them as actionable business assets. Julie brings to this venture

a wealth of experience on some of the world’s best-loved and

most successful brands.

Until August 2011, Julie was the VP of Brand at Virgin USA

overseeing branding strategy for new Virgin companies in North

America as well as providing strategic brand support for the

established Virgin businesses including: Virgin America, Virgin

Atlantic, Virgin Mobile, and Virgin Hotels.

Prior to joining Virgin, Julie served as Executive Director

of Consumer Branding at Interbrand overseeing strategic

development and implementation across a wide range of

innovative brands such as Orbitz, Avon, Stolichnaya Elit, TD

Ameritrade, Heinz EZ Squirt, AT&T U-Verse, Hallmark, Vitamin

Water, Time Inc. New Ventures, and Subaru Tribeca. She is the

creator of Interbrand’s proprietary Brand Tango® Innovation

process which leverages out of category best practices to break

through in competitive markets.

Prior to Interbrand, Julie spend 10 years at Grey Worldwide

where she led the development of iconic brands such as Pantene,

Camay, Kool-Aid and Honeycomb both in NY and Paris. She

graduated Cum Laude from the University of Pennsylvania

Annenberg School of Communications.

Julie is a Visiting Senior Lecturer of Marketing at the Johnson

School of Business at Cornell University. She is also a frequent

commentator on brand innovation and inspiration through her

popular branding blog ( on Twitter at

@jcottin and on numerous expert panels and conference


Julie Cottineau


7 Hollywood Drive

Dobbs Ferry, NY 10522

Chekitan Dev

Associate Professor

Cornell University School of Hotel Administration

Dr. Chekitan S. Dev is associate professor of Strategic Marketing

and Brand Management at the School of Hotel Administration.

Recognized as a leading authority on strategic marketing and

brand management, Dr. Dev’s award-winning research has

been published in several peer reviewed journals, including

the Journal of Marketing and Harvard Business Review. He has

won all major hospitality research awards including the 2002

John Wiley & Sons award for lifetime contribution to hospitality

and tourism research. Additionally, he has received several

teaching excellence awards. A former corporate executive with

Oberoi Hotels & Resorts, he has served corporate, government,

education, advisory and private equity clients in over 35 countries

on five continents as consultant, seminar leader and expert

witness. These include Accor, Atlantis Paradise Island Bahamas,

Breeden Capital Partners, Chandris Greece, Crystal Cruise Lines,

Disney, Expedia, ExpoGourmand Chile, eHow Technologies

China, Four Seasons Mumbai, French Culinary Institute,

Grupo Posadas Mexico, Hilton, Holiday Inn, Horwath Austria,

HOTUSA Spain, Hyatt, IHRAI Philippines, Intercontinental,

Jampro Jamaica, Jumeirah Dubai, Kerzner Mauritius, Leela

India, Mandarin Singapore, Marriott, Moevenpick Switzerland,

National University of Singapore, NHV Japan, One&Only UK,

Orbitz, Peninsula, PlanHotels Italy, Priceline, Rosewood, Sarovar

India, Starwood, Taj India, Travelocity, Westin, YUM Malaysia,

Zatisi Czech Republic and many others. Professor Dev was

selected as one of the “Top 25 Most Extraordinary Minds in

Sales and Marketing” for 2009 by The Hospitality Sales and

Marketing Association International (HSMAI). Dr. Dev has been

interviewed on hospitality and travel trends by TIME, Newsweek,

The Wall Street Journal, The New York Times, The Washington

Post, The Los Angeles Times, The International Herald Tribune,

NBC Nightly News and National Public Radio.

Chekitan Dev

Cornell University

School of Hotel Administration

244 Statler Hall

Ithaca, NY 14853

Jennifer Ebert

Director, Inventing Practice

?What If!

Jennifer is a gifted innovation expedition leader, taking

teams on a well-planned journey to unlock new avenues

for growth through innovation. With ?What If! she has

achieved numerous market successes, including a tourism

strategy for The Bahamas, BP’s Invigorate fuel brand, a line of

games for “tween” girls, banking services for young affluent

consumers, and a new service model for a retail apparel brand.

Jennifer’s training in journalism and background in brand

development informs her razor-sharp focus, and ability to

strip away complexity in ideas, design, and communication

to spot opportunities. Before joining ?What If!, she served

as US director of innovation for global brand agency

FutureBrand, where she led trend and market insights and

consumer innovation strategy. Previously, she headed the

New York office of innovation agency Play, and began her

career in advertising for a division of Arnold Worldwide.

Jennifer has been a speaker and facilitator at many industry events,

including GE’s Executive Women Conference and The Conference

Boards’ Innovation Conference, as well as conference events for

NBC, MasterCard, PepsiCo, and JPMorgan Chase. She has been

a mentor for the Pratt Design Incubator and a student advisor to

Columbia Business School’s Masters in Communications program.

She spends her weekends showing her young daughter

the equal joys of city life and outdoor adventures.

About ?What If!

For nearly 20 years, ?What If! has partnered with organizations

hungry for growth. We invent new products, brands, services,

and business models, and we help our partners build their in-

Jennifer Ebert

?What If!

137 2nd Avenue

New York, NY 10003

house innovation capabilities. Our style is provocative and

passionate. Our mission is lasting impact.

Warren Ellish

President & CEO

Ellish Marketing Group

F. Warren Ellish is President and CEO of Ellish Marketing Group

and Senior Lecturer at Cornell University’s Johnson Graduate

School of Management. He is a renowned practitioner,

lecturer and speaker on brand positioning. Ellish was named

to the Advertising Age ”Marketing 100 – the superstars of US

marketing”. Major accomplishments include the launch of one

of America’s hottest retail concepts and its subsequent IPO, the

turnaround of a flagship consumer product, the positioning

of hundreds of well known brands, the launch of numerous

new products and concepts that became successful growth

businesses, the revitalizing of many once formidable brands that

lost their way to become strong competitors once again, and

the development of a long list of programs which have driven

profitable increases in customer traffic.

In 1995, Mr. Ellish founded his own company, Ellish Marketing

Group, a leading authority on brand positioning and marketing

to a wide range of businesses including restaurants, dental

practices, retailers and consumer products companies. Ellish has

a successful track record of assisting the senior leadership of

highly competitive multi-unit businesses generate high returns

on investment based on a strategic focus to drive profitable

traffic and product mix. A significant amount of his work has

been with start-up, emerging and turnaround businesses.

Prior to forming his own business, Ellish was a founding partner

and VP of Marketing for Boston Chicken Inc., where he served as

a member of the core start-up executive team. While at Boston

Chicken (Market), he created the foundation for a new brand

in a significant new retail category (home meal replacement).

Ellish has also served as VP of Marketing and a member of the

executive committee for Red Lobster Restaurants (Darden).

Warren Ellish

Ellish Marketing Group

61 Cherry Hills Farm Drive

Englewood, CO 80113

Other experience includes: VP of Marketing for Luzianne Blue

Plate Foods (Reily Foods), Director of New Product Marketing

and Director of Marketing for Burger King Corporation, Director

of New Products for Johnson & Johnson, and various marketing

positions of increasing responsibility with Frito Lay, Inc. (PepsiCo).

Mr. Ellish received both his BS and MBA from Cornell University.

He currently serves on Cornell’s School of Hotel Administration

masters program advisory board.

Jez Frampton

Group CEO


Jez Frampton is the Group Chief Executive at Interbrand. He

leads the Interbrand network, shaping strategy and growth

for its 38 worldwide offices and enhancing its brand value

generating services to a prestigious roster of clients.

Jez was named the global head of Interbrand in early 2006,

having previously been the CEO of Interbrand in the United

Kingdom. In his thirteen years with Interbrand, Jez has worked

alongside clients all across the world, and in virtually every

sector, to create and manage brands.

Frequently invited to comment by the BBC, CNN, Fox, CNBC and

Bloomberg, on the importance of brands as business assets, Jez

has also authored many articles on the subject. Jez is a member

of the Marketing Society, the Chartered Institute of Marketing,

the Market Research Society, the Design Business Association

and the Institute of Directors.

Prior to Interbrand Jez worked in both the United States and UK

for the notable agencies Saatchi & Saatchi and DMB&B.

Previous clients: AT&T, Budweiser, British Airways, the BBC,

KPMG, Credit Suisse, Toyota, IBM, McDonald’s, Orange, P&G,

Diageo, Carlsberg-Tetley, Barclays Bank, Nestle, McLaren

Automotive, The Wrigley Company and Virgin.

Jez Frampton


85 Strand

London WC2R 0DW

United Kingdom

Christian Hempell

Vice President, New Business Development & Delivery, The Americas

InterContinental Hotels Group

Christian Hempell is vice president, New Business Development

and Delivery, the Americas, IHG (InterContinental Hotels Group)


Christian and his team are responsible for identifying,

managing and executing the company’s pipeline of new brand

launches, brand extensions and business ventures. He has

overall accountability to launch and incubate the EVEN Hotels

brand. He is also a business partner for established initiatives,

including InterContinental Alliance Resorts and Holiday Inn Club

Vacations. Christian reports to the senior vice president, Brand

Management, the Americas.

Until recently, Christian led the owner relations function and

all owner-related marketing activities for development. Prior

to that, Christian served as vice president, Holiday Inn Club

Vacations and was responsible for the development, launch and

performance of Holiday Inn’s entry into the timeshare space

through a strategic alliance with Orange Lake Resorts, owned

by the Kemmons Wilson family.

From 2006 to 2008, Christian served as vice president, Strategy,

the Americas. In this role, he provided leadership to the strategy

function that manages the corporate agenda and delivers

projects and insight to drive revenue and profit growth in the

Americas region. He also served as a member of the Americas

Operating Committee.

Christian joined IHG in 2003 at the company’s headquarters in

the UK. In his position as vice president, Global Strategy, he

was responsible for supporting key global initiatives, including

elements of the company’s asset disposal plan. He also helped

Christian Hempell

InterContinental Hotels Group

3 Ravinia Drive, Suite 100

Atlanta, GA 30346

determine the size and scope of IHG’s global growth plan and

established the global strategy function to support dialogues

with the Executive Committee and Board of Directors.

Prior to joining IHG, Christian spent six years in consulting with

Andersen’s hospitality and leisure group, serving global travel

clients in the hotel and resort, cruise line and tour operator

industries. He earned a BS degree from the Cornell University

School of Hotel Administration and an MBA from Harvard

Business School.

Christine I-Ru Chang

Class of 2012

Cornell University School of Hotel Administration

Christine is a senior in the Hotel School and transferred from

Emory University in Atlanta, Georgia. She has had the privilege

of living in Indonesia, Germany, Taiwan, and the United States

because of her father’s job as a diplomat. Christine’s background

and exposure to different types of marketing and advertising

across countries is what initially sparked her interest in the

Brand Management field. She has interned with Leading Hotels

of the World, a hotel marketing company and last summer,

interned with Shake Shack, part of Danny Meyer’s Union Square

Hospitality Group. While at Union Square Hospitality Group,

Christine had the opportunity to experience every aspect of

Shake Shack, including public relations, social media, and

advertising. She is highly enthusiastic about marketing and

brand management and is interested in pursuing her career in

this field.

Christine I-Ru Chang

Class of 2012

489 Statler Hall

Ithaca, NY 14853

Benjamin Lawrence

Assistant Professor

Cornell University School of Hotel Administration

Ben Lawrence is an assistant professor of food and beverage

management at the Cornell School of Hotel Administration.

Lawrence earned a PhD in Management (Marketing) from the

Boston University School of Management, an MBA from Mays

Business School at Texas A&M University, and a bachelor’s

degree from the Cornell School of Hotel Administration. His

primary research interest involves channels of distribution with a

focus on relationships within the context of franchising. He also

studies consumers’ food and beverage consumption experiences

and purchasing behavior. His work has been published in the

Journal of Retailing and the Journal of Marketing Channels. He

has presented his work at numerous academic conferences,

including those held by the Academy of Marketing Science, the

Association of Consumer Research, the International Society of

Franchising, and the Institute for the Study of Business Markets.

While at Boston University, Lawrence received the School of

Management’s PhD awards for teaching, research, and service.

Benjamin Lawrence

Cornell University

School of Hotel Administration

246 Statler Hall

Ithaca, NY 14853

Christine Lee

Senior Director, U.S. Strategy

McDonald’s Corporation

Christine began her career 17 years ago in the Consumer and

Business Insights area. Her McDonald’s career includes working

in all facets of Insights including New Product Development,

Promotions and Operations research. More recently, Christine

lead the Category Insights team within the Consumer and

Business Insights function.

In her new role as Sr. Director, U.S. Strategy, Christine will be

responsible for working with all the functions of McDonald’s,

integrating consumer, business and industry insights into

actionable plans to help drive the U.S. business evolution,

looking out three to five years. She will also continue to lead

the Insights team supporting the Family business at McDonald’s.

Prior to working with McDonald’s, Christine worked for Helene

Curtis Inc. in the Marketing Research area. During her five years

with Helen Curtis, Christine worked with Brand Marketing,

Product Development, Mergers and Acquisitions as well as

Finance and Forecasting. In addition to this experience, Christine

began her career at Deloitte and Touche, as a CPA and Auditor,

eventually moving to business development.

Christine holds a both a Bachelors and a Masters Degree from

DePaul University, with an emphasis in Entrepreneurship. She

attended the Thunderbird School of Global Management

leadership program and has been involved in Jr. Achievement

and teaching first grade Catechism. She lives in Naperville,

Illinois with her husband Kevin and two children, Annika and


Christine Lee

McDonald’s Corporation

2111 McDonald’s Drive

Oak Brook, IL 60523

Kelly McGuire

Executive Director, Hospitality and Travel Global Practice

SAS Institute, Inc

Kelly McGuire leads the Hospitality and Travel Global Practice

for SAS Institute. In this role, she is responsible for driving the

offering set and setting strategic direction for the practice. Kelly

works with product management, sales, alliances and R&D to

ensure that SAS solutions meet the needs of the market. She

also works closely with IDeaS Revenue Solutions, a SAS company,

helping to integrate IDeaS revenue management solution with

SAS’s marketing solutions. Before taking on this role, she was

the industry marketing manager for Hospitality and Gaming

at SAS. She was responsible for the outbound messaging

regarding SAS’s Hospitality and Travel capabilities, particularly in

the areas of revenue management and price optimization. She

also worked with the joint IDeaS and SAS product management

team, where she was responsible for gathering requirements for

ancillary revenue management solutions such as function space,

spa and food and beverage. Kelly planned and executed the

recent Cornell/SAS webcast series “Insights and Innovations

for Hospitality and Gaming”, and was featured in the sessions

on Labor Planning, Social Media, Service Facility Design and

Outlook 2011.

Kelly has 18 years of experience in the hospitality industry.

Before joining SAS, Kelly consulted with Harrah’s Entertainment

to develop restaurant revenue management strategies for the

casinos in their major markets. Kelly was a senior consultant at

Radiant Systems, working with contract food service clients on

web-based administrative solutions to manage cash handling,

inventory management, supply chain and labor. She also worked

for RMS (Restaurant Revenue Management Solutions) on menu-

item pricing strategies for chain restaurants, and designed a

function space revenue management system for the Westin in

Singapore. She managed an upscale Creole restaurant in New

Kelly McGuire

SAS Institute, Inc

World Headquarters

SAS Campus Drive

Cary, NC 27513

Orleans, and was the general manager of a franchised Ben and

Jerry’s Ice Cream Shop in the French Quarter.

Kelly has a BS from Georgetown University and a MMH and

PhD in Revenue Management from the Cornell School of Hotel

Administration, where she studied with renowned revenue

management researcher, Dr. Sherri Kimes. Her dissertation was

on the impact of occupied wait time on customer perceptions

of the waiting experience. Her research has been published in

the Cornell Hospitality Quarterly, Journal of Pricing and Revenue

Management and the Journal of Service Management. Kelly

has conducted numerous executive seminars on revenue

management and capacity management.

Doug Miller

Senior Vice President, New Business Initiatives


Doug oversees all aspects of new business development for

LivingSocial, including overall strategy, new market segments,

and managing the existing client base. He’s been instrumental

in the launch of LivingSocial Escapes, a travel site offering

unbeatable savings on a collection of hand-picked trips. Prior

to LivingSocial, Doug served as Global Vice President of Media

Solutions at Expedia Inc., where he led advertising sales and

operations across the, and Hotwire

platforms. He has also held various leadership positions

at operating businesses of InterActiveCorp (IAC) including

Ticketmaster and Citysearch.

Doug Miller


918 F Street NW

Washington DC 20004

Sid Narang

Vice President of Acquisitions & Development

Starwood Hotels & Resorts Worldwide

As the Vice President of Acquisitions & Development for

Starwood Hotels & Resorts, Sid Narang is responsible for all

acquisitions and development efforts for Starwood’s corporate

managed brands in the South. Previously, Sid led development for

Starwood’s lifestyle boutique brands: W hotels and Le Méridien

hotels. Under his leadership, W has become the world’s fastest

growing luxury hotel brand, and Le Méridien has launched its

footprint in North America. Sid introduced W to the branded

residential space, facilitated the acquisition of horizontal brand

support companies like Bliss and Jean Georges Restaurants, and

actively participated in the product creation and development of

both lifestyle brands

In addition to brand development-specific activities, Sid has

also negotiated and completed over $1 billion in real estate

transactions, both on the acquisitions, management and

disposition side, as well as over $100 million in joint venture


Sid has been with Starwood since 1998 and has held several real

estate roles since then. His involvement has spanned virtually

every aspect of acquisitions, development, management and

franchise agreements, portfolio management, joint venture

management and developing real estate strategies. Prior to

joining Starwood, Sid worked with ITT Sheraton and Hilton

Hotels in marketing and operations.

Sid Narang

Starwood Hotels & Resorts


One StarPoint

Stamford, CT 06902

John O’Neill


School of Hospitality Management, The Pennsylvania State University

John O’Neill

School of Hospitality Management

Dr. O’Neill teaches and conducts research in the area of The Pennsylvania State University

201 Mateer Building

branding, real estate, and strategy in the lodging industry at The University Park, PA 16802

Pennsylvania State University School of Hospitality Management

in University Park, PA, where he was named Favorite Professor.

In 2011, he was also named Director of the School. Prior to his

professorship at Penn State, he was Professor in the International

Hotel School at Johnson & Wales University in Providence, RI,

where he was named Teacher of the Year. Previously, he was

Senior Associate in the Hospitality Industry Consulting Group at

the international accounting and consulting firm of Coopers &

Lybrand in New York, Director of Market Planning for Holiday Inn

Worldwide in Boston, and held unit-, regional-, and corporate-

level management positions with Hyatt and Marriott in Chicago,

Kansas City and Washington, DC.

O’Neill is also a licensed real estate appraiser, holds the MAI

(Designated Member) designation from the Appraisal Institute

and the CHE (Certified Hospitality Educator) designation from

the American Hotel & Lodging Association, and is a member

of the International Society of Hospitality Consultants (ISHC).

He has served as consultant to numerous public, quasi-public,

and private organizations, and has been admitted as an expert

witness pertaining to lodging cases.

Dr. O’Neill is frequently quoted on a variety of topics related

to the hotel industry in USA Today, Business Week, Business

Travel News, Lodging, and New York Times. In addition,

he has written articles for the Cornell Hotel and Restaurant

Administration Quarterly, Journal of Hospitality & Tourism

Research, International Journal of Hospitality Management,

Journal of Quality Assurance in Hospitality & Tourism, Journal

of Human Resources in Hospitality & Tourism, Case Research

Journal, and writes a column for Lodging Hospitality magazine.

O’Neill holds a B.S. in Hotel Administration from Cornell

University, an M.S. in Real Estate from New York University, and

a Ph.D. in Business Administration from the University of Rhode


Kesh Prasad


Differential Web Solutions, Inc.

Based in metro Washington DC area, Mr. Prasad runs a software

startup – Differential Web Solutions, Inc. The main software

product is designed to help hotel brands and standalones listen

to guests via email surveys and to speak to them in order to

engage them for fostering loyalty. Additional module called

Guest Experience Management helps frontline teams to address

issues and win-back dissatisfied guests. As of now, the company

has over 100 installations at locations in the US, the Caribbean,

Latin America, UAE, Malaysia and India (

He is also an Executive in Residence at School of Business,

Department of Tourism and Hospitality, George Washington

University where he has taught graduate level courses in hotel

brand management. He is a consultant to National Geographic

and is on the advisory board of Binary Fountain (www.bfountain.

com) which is a social media analytics software service company.

Mr. Prasad began his career as a member of faculty at the Indian

Institute of Management in Ahmedabad after receiving MBA

degree from Harvard Business School. Later he worked in New

Delhi with Mr. P.R.S Oberoi, Chairman, Oberoi Hotels (www. as Vice President, Planning and Control.

Oberoi hotels feature in Conde’ Nast’s top ten best hotels in

the world.

Mr. Prasad returned to the US in 1990 and worked for many

years with Promus Hotels now Hilton in brand research and

strategy in Memphis, TN. His work supported industry leading

brands such as Embassy Suites, Hampton Inn and Homewood

Suites. He then became Director, Hotel Practice, J. D. Power and

Associates in Southern California ( where his

clients included Ritz Carlton, Disney World, Atlantis - Bahamas,

Hyatt and others.

Kesh Prasad

Differential Web Solutions, Inc.

7920 Pebble Brook Court

Springfiled, VA 22153

With Professor Chekitan Dev, Mr. Prasad has written articles on

hotel brand management that have been published in trade and

academic journals including Cornell Quarterly.

Mark Rachman


Davis & Gilbert LLP

Marc J. Rachman is a partner in the Litigation and Intellectual

Property Practice Groups of Davis & Gilbert. Mr. Rachman has

represented clients in a wide variety of complex commercial

litigations. His litigation practice focuses on intellectual property

matters, including trademark and copyright infringement, false

advertising, entertainment, domain name disputes, and trade

secrets. Mr. Rachman has also handled disputes concerning

complex commercial matters, the enforcement of advertising

agency-client agreements, employment contracts and restrictive

covenants and real estate disputes.

Some of the branding matters Mr. Rachman has worked on

include representing Harpo Inc., the owner of the Oprah family

of trademarks, and Dr. Oz in an action for false endorsement,

trademark infringement and other claims against numerous

internet marketers of dietary supplements that were using

Oprah Winfrey’s and Dr. Oz’s names and likenesses without

their consent, and representing the Alpha Media Group and

Alpha Media Publishing, the publisher of Maxim magazine, in

a trademark infringement, dilution and breach of license action

against a former licensee that owned and operated resorts in

the Dominican Republic.

Mr. Rachman has been lead and second chair trial counsel in

both jury and bench trials and has argued appeals before the

U.S. Court of Appeals for the Second Circuit, the Ninth Circuit

and the Appellate Division of the New York State Supreme Court.

In addition to his achievements, Mr. Rachman was recognized by

The Legal 500 U.S. 2011 directory.

Mark Rachman

Davis & Gilbert LLP

1740 Broadway

New York, NY 10019

Paolo Rosso

Vice President

Plan Hotel SA

Paolo Rosso’s experience began in tourism and then expanded

into the field of hospitality. Having started out as a tour leader in

the family business, Francorosso International, a leading Italian

Tour Operator, he then took over the DMC in Kenya, one of

Francorosso’s main destinations, before taking the position of

Product Manager for Kenya back in Head Office. He covered

different positions over the next 25 years. becoming Director of

Long Haul destinations and taking charge of the IT department.

In the year 2000, the company was sold and he began a

new experience in the field of Distribution with Viaggiare

Navigando, the first network in Italy to sell Tour operator

packages through our Travel Agencies in Internet

linking the line with the retail shops (click and bricks).

In September 2007 Viaggiare Navigando was sold, and he

joined Planhotel, the family Hotel company with hotels in

Kenya, Zanzibar and the Maldives, with the responsibility of

Development and IT. In 2009 Planhotel became aware of the

importance of Branding and Paolo was involved in the decision

making, introduction and implementation of the new brands for

Planhotel, namely Diamonds, Sandies and Exploreans.

Paolo Rosso

Plan Hotel SA

Via Cantonale 3

Lugano 6900


Joseph Strodel, Jr.

Director of Communications and Corporate Affairs

Cornell University School of Hotel Administration

Joseph D. Strodel, Jr. is the director of communications and

corporate affairs at the Cornell University School of Hotel

Administration. Mr. Strodel manages the School’s communication

and corporate strategy, directs corporate and foundation

affairs, and special events for the School. He is responsible for

developing and enhancing the School’s corporate and industry

relationships, which consists of affiliations with over 200

companies and organizations. This includes building corporate

partnerships for the Center for Hospitality Research, Center for

Real Estate and Finance, the Leland C. and Mary M. Pillsbury

Institute for Hospitality Entrepreneurship, the Statler Hotel on

campus, and maintaining corporate and foundation stewardship

programs, expanding industry interaction with students, faculty,

and alumni, and partnering on industry events and conferences

around the world.

In addition, Mr. Strodel developed the strategic corporate

alliance program, which is comprised of leading companies in

the global hospitality industry. Corporate alliance partners are:

Carlson Hotels, Hilton Worldwide, Hotel Business, Hsyndicate,

Marriott International, McDonald’s USA, SAS, STR Global, Taj

Hotels Resorts & Palaces, Travel + Hospitality Group of Questex,

and USA Today.

Mr. Strodel has been at Cornell University for over ten years

and has over 25 years management experience in business

development, corporate relations, communications, and

marketing. Prior to joining Cornell, he was chief operating officer

of Healthcare Information Provider, Inc., where he directed

business development, corporate relations, marketing, as well as

conferences and special events. Mr. Strodel’s experience includes

management positions in marketing and business development

Joseph Strodel, Jr.

Cornell University

School of Hotel Administartion

189 Statler Hall

Ithaca, NY 14853

at Georgetown University. He has also served as a management

consultant with PricewaterhouseCoopers.

Mr. Strodel holds a bachelor’s degree from Boston College and

a master’s degree in international relations from the Maxwell

School of Citizenship at Syracuse University. He currently serves

as board president of the Skaneateles Area Arts Council. He has

also served on a number of central New York nonprofit boards,

including Meals on Wheels, Stella Maris Retreat Center and the

Skaneateles Festival. He is also a parent of a Cornellian.

Seth Traum

Senior Vice President, Director of Brand Strategy

BrandAsset Consulting

Seth Traum is an SVP, Director of Brand Strategy at BAV®

Consulting, a global strategic consultancy with expertise in

corporate, brand and marketing strategies and customer

insights. At BAVC, Seth leads a team focused on the Hospitality,

Healthcare & Pharmaceuticals, Print & Online Media, Consumer

Electronics, and Industrials verticals. Typical engagements

include leveraging BrandAsset® Valuator and other quantitative

and qualitative research techniques as a foundation to help

clients build and refine effective brand positioning strategies.

Seth is an experienced strategic manager with broad experience

in all aspects of Brand and Product Management, including

strategic planning, product development, financial modeling

and analysis, sales strategy, P&L management, and both internal

and external marketing.

Prior to joining BAC, Seth was a Brand Manager at Citi, where

he was responsible for devising product strategy, including

positioning, pricing, packaging and distribution. Previously,

Seth was the Director of Product Strategy & Management at

Citi Smith Barney, where he managed a team responsible for

developing and managing long-term business plans for new and

existing products. Prior to this position, Seth was a Vice President

at HARRISdirect (formerly DLJdirect) charged with internal

strategic projects, including targeted customer acquisition

models, and an Associate in GE Capital’s Structured Finance

Group. Seth began his career as a management consultant at

PriceWaterhouseCoopers LLP performing financial advisory and

analysis services.

Seth holds an M.B.A. in Marketing and Finance from the New

York University Stern School of Business and a B.S. in Civil and

Environmental Engineering from Cornell University.

Seth Traum

BrandAsset Consulting

285 Madison Avenue

New York, NY 10017

Rohit Verma

Professor, Executive Director for The Center for Hospitality Research

Cornell University School of Hotel Administration

Rohit Verma is a Professor of Service Operations Management

at the School of Hotel Administration, and also serves as the

Executive Director for the Center for Hospitality Research

(CHR). Prior to joining Cornell faculty, he was the George Eccles

Professor of Management, David Eccles School of Business at

the University of Utah. He has also taught MBA and executive

development classes at several universities around the world

including DePaul University, Chicago, IL, University of Sydney,

Australia, Norwegian School of Logistics, Norway, Helsinki

School of Economics, Finland, and Indian School of Business,


His research interests include new product/service design,

quality management and process improvement, and operations/

marketing interrelated issues. He has published over 50 articles

in prestigious business journals such as California Management

Review, the Cornell Hospitality Quarterly, Decision Sciences,

Journal of Operations Management, Journal of Product

Innovation Management, Journal of Service Research, MIT Sloan

Management Review, Production and Operations Management,

and other journals. His research has been supported by

numerous well-respected organizations around the world, such

as Fairmont, Raffles, and Swissôtel (Singapore); Hammerson

and NCR Knowledge Lab (UK); Citycon (Finland); Siemens and

Fraport (Germany); Wiener Konzerthaus (Austria); and, in the

United States, American Express, Calvin Klein, CSFB, eBay, First

Chicago, General Growth Properties, HSMAI, Neiman Marcus,

and the U.S. Forest Service.

Verma has received several teaching and research awards

including the “Skinner Award For Early Career Research

Accomplishments” from the Production and Operations

Rohit Verma

Cornell University

School of Hotel Administration

338 Statler Hall

Ithaca, NY 14853

Management Society; “Spirit of Inquiry Award” the highest

honor for scholarly activities within DePaul University; “Teaching

Innovation Award” DePaul University; and “Doctoral faculty

Teaching Award” University of Utah. He serves as the academic

editor of the CHR’s managerial report series; associate editor

of Journal of Operations Management, and Decision Sciences;

senior editor of Production and Operations Management; and

editorial board member of Journal of Service Research, and the

Cornell Hospitality Quarterly.

Mark Woodworth


PKF Hospitality Research

Mr. Woodworth is President of PKF Hospitality Research (PKF-

HR), an affiliate of PKF Consulting USA (PKF/C). Mr. Woodworth

has over 30 years of hospitality industry experience, is based in

Atlanta and is responsible for PKF-HR’s national practice. He is

also a member of the executive committee of PKF/C.

Before forming PKF-HR in 1999, Mr. Woodworth was a Partner

and Industry Chairman of the Hospitality Industry Consulting

practice for Coopers & Lybrand L.L.P., and specialized in the

lodging industry. Prior to that, he was a Senior Principal with

Laventhol & Horwath where he focused on the hospitality

industry and was responsible for all lodging and real estate

consulting services in the southeastern United States.

Mr. Woodworth has managed and conducted consulting

assignments, involving both the public and private sectors,

throughout the U.S. He has worked for the industry’s leading

lenders, developers, chains and management companies and

has dealt with all aspects of operations, development and

financing. Mr. Woodworth has been qualified as an expert

and has testified in litigation and/or bankruptcy matters in New

York, Georgia, Alabama, South Carolina, Kentucky and Texas

regarding hospitality properties.

Mr. Woodworth has been quoted on hospitality issues in such

noted publications as The Wall Street Journal, The New York

Times, The Los Angeles Times, The Washington Post, Barron’s,

USA Today, The Financial Times and numerous industry

publications. Furthermore, Mr. Woodworth is a frequent speaker

at industry conferences and is a Dean’s Distinguished Lecturer

at Cornell University. He serves on the Board of Directors of

the Atlanta Convention & Visitors Bureau and the Finance

Mark Woodworth

PKF Hospitality Research

3475 Lenox Road

NE Suite 720

Atlanta, GA 30326

Committee of the United Way of Metropolitan Atlanta. He is

a member of the Conference of Business Economists and also

completed a three-year term on the Board of Advisors for the

Center for Hospitality Research at Cornell University.

Mr. Woodworth holds both a B.S. and Master’s Degree from

Cornell University’s School of Hotel Administration. He also

served on the faculty of the Center for Professional Development

at Cornell for 12 years. He and his wife Mary Kay, along with

their children Harry, Will, Sam and Savannah, reside in Atlanta.

Tom Zara

Global Practice Leader, Corporate Citizenship


Tom is the Global Practice Leader for Corporate Citizenship

in addition to his strategy function at Interbrand New York.

Given the growing importance of Corporate Citizenship and its

contribution to brand definition and brand value, Tom now leads

the development of this new practice area as an extension of his

nearly 30 years of experience in branding, communications

and change management.

Tom has strong CEO relationships with B2C and B2B brands

alike, and is an invaluable partner in the transformation of

organizations where the brand serves to motivate and inspire

change. He is focused on creating and managing brand value

through the lens of corporate citizenship. Interbrand seeks to

leverage brands as tangible assets that create value, raise the

stakes and use the power of brand to influence behavior. He

leads IP development on the topic, serves as the head of the

Interbrand Foundation, and curates an annual conversation with

the most influential corporate citizenship leaders at Interbrand’s

corporate citizenship conference at Harvard University.

Tom’s expertise is regularly requested for presentations and

press, especially on global issues, most recently at the United

Nations where he shared Interbrand’s Best Global Green Brands

study. Additionally, his work on that study helped partner

Deloitte to win an AMCF Management Consulting Award in

the Corporate Social Responsibility category. He was a featured

presenter at the UN’s Least Developed Countries Summit in

Istanbul, Turkey. He is regularly quoted on brand and its role

in sustainability, corporate citizenship and CSR, recently for the

Wall Street Journal, Advertising Age, BBC, AOL Finance, and

many others.

Tom Zara


130 Fifth Avenue

New York, NY 10011


21992 - 2012


Celebrating 20 Years of

Hospitality Research

Download our free research at:

489 Statler Hall · Ithaca, NY 14853 · 607-255-9780

Senior Partners

ASAE Foundation, Carlson Hotels, Hilton Worldwide,

National Restaurant Association, SAS, STR,

and Taj Hotels Resorts and Palaces


Davis & Gilbert LLP, Deloitte & Touche USA LLP, Denihan

Hospitality Group, eCornell & Executive Education, Expedia,

Inc., Forbes Travel Guide, Four Seasons Hotels and Resorts, Fox

Rothschild LLP, French Quarter Holdings, Inc., HVS, Hyatt Hotels

Corporation, InterContinental Hotels Group, Jumeirah Group, LRP

Publications, Maritz, Marriott International, Inc., Marsh’s Hospitality

Practice, McDonald’s USA, newBrandAnalytics,,

PricewaterhouseCoopers, Proskauer, ReviewPro, Sabre Hospitality

Solutions, Sathguru Management Consultants (P) Ltd., Schneider

Electric, Thayer Lodging Group, Thompson Hotels, Travelport, WATG

and Wyndham Hotel Group

Friends • Berkshire Healthcare • Center for Advanced Retail

Technology • Cleverdis • Complete Seating • Cruise Industry News • DK

Shifflet & Associates • • EyeforTravel • Gerencia de Hoteles

& Restaurantes • Global Hospitality Resources • Hospitality Financial and

Technology Professionals (HFTP) • • hospitalitynet.

org • Hospitality Technology Magazine • • International

CHRIE • International Hotel Conference • International Society of Hospitality

Consultants (ISHC) • iPerceptions • JDA Software Group, Inc. • J.D. Power

and Associates • The Lodging Conference • Lodging Hospitality • Lodging

Magazine • LRA Worldwide, Inc. • Milestone Internet Marketing • MindFolio

• Mindshare Technologies • PhoCusWright Inc. • PKF Hospitality Research •

Questex Hospitality Group • Resort and Recreation Magazine • The Resort

Trades • • Shibata Publishing Co. • Synovate • UniFocus •

Vantage Strategy • WageWatch, Inc. • The Wall Street Journal • WIWIH.COM




Join us as we honor the Tisch Family with the

2012 Cornell Icon of the Industry Award for their

defi ning contributions to business and philanthropy.

To engage in the hospitality and travel world’s most anticipated

annual celebration, please contact Joe Strodel, Jr. P’11, Director

of Communications and Corporate Affairs, at 607-255-4646.




D I A M O N D S P O N S O R S :

P L AT I N U M S P O N S O R S :

G O L D S P O N S O R S :

Boutique Design


Hilton Worldwide

Hospitality Design

Hospitality Style

Hotel Business

Hotel Management


The Lodging Conference

Nobu New York

Questex Hospitality Group


Thayer Lodging Group

Thompson Hotels

American Hotel Register

Banfi Vintners

Carlson Hotels


Hersha Hospitality Trust


Jones Lang LaSalle Hotels

The Leading Hotels of the World

PhoCus Wright Inc.

RLJ Lodging Trust


Stonebridge Companies

Sweet Street Desserts

Vantage Strategy

Veolia Transportation

Wyndham Hotel Group

Exclusive Media Co-Hosts:

Strategic Marketing & Event Consultant:

Strategic Brand Marketing & Design:


Paula Zahn


Cornell Hospitality Research Summit

01992 - 2012


October 8 - 9, 2012

Save the Date!

Service Excellence and Performance Growth in the Global Hospitality Industry:

Strategies and Approaches for Navigating Forward

Platinum Sponsor

Title Sponsor

Sponsorship opportunities available

Gold Sponsors

For information on sponsorship opportunities, please contact Jennifer Macera / / 607.255.3101

Celebrating the Center for Hospitality

Research’s 20th Anniversary

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