The single-focus firms seem to be somewhat ahead of the
multibrand firms in getting management ready to compete
in the decentralised world; their approaches to strategic
management seem to be more formal and consistent.
Computer software programs have been developed by
many firms to help guide the manager through the strategic
planning process. The multibrand firms, on the other hand,
are relying on centralised systems and control and have
continued to work on the development of new products.
Accor is a good example of a firm seeking to continuously
develop new products. While this has proved to be a
successful strategy until now, it is too soon to tell if they
will run into the kinds of problem that several North
American firms like Holiday Corporation and Marriott have
experienced. In these cases, while they were successful
with many new concepts, it appeared that each new brand
contributed to the shortening life cycle of their other