Michael C. Sturman & Jack B. Corgel 
The Cornell School of Hotel Administration on Hospitality [EPUB ebook] 
Cutting Edge Thinking and Practice

Foreword xi
Michael D. Johnson
Chapter 1 Four Paths to Success in the Hospitality Industry 1
Michael C. Sturman, Jack B. Corgel, and Rohit Verma
Chapter 2 The Essence of Hospitality and Service 5
Giuseppe Pezzotti
Part I Success in Your Hospitality Career
Chapter 3 Preparing for a Successful Career in the Hospitality Industry 21
Kate Walsh, Michael C. Sturman, and Bill Carroll
Chapter 4 The Listening Fast Track 37
Judi Brownell
Chapter 5 Developing and Managing Your Multinational Career 52
Jan Katz
Chapter 6 Becoming a Leader in the Hospitality Industry 65
Timothy Hinkin
Part II Success Through Operations and Service Excellence
Chapter 7 Understanding and Predicting Customer Choices 83
Rohit Verma
Chapter 8 Guiding the Guest Experience 97
Hae Eun Helen Chun
Chapter 9 Harnessing the Power of Your Culture for Outstanding Service 111
Robert Ford and Michael C. Sturman
Chapter 10 A Scientific Approach to Managing Hospitality Operations 127
Gary M. Thompson
Chapter 11 Motivating Your Staff to Provide Outstanding Service 142
Michael C. Sturman and Robert Ford
Chapter 12 How to Build Service Quality into Your Operation 159
Alex M. Susskind
Chapter 13 Demand Management 174
Bill Carroll
Chapter 14 Revenue Management for Enhanced Profitability: An Introduction for Hotel Owners and Asset Managers 192
Chris Anderson and Sheryl Kimes
Chapter 15 Competing Successfully with Other Hotels: The Role of Strategy 207
Cathy A. Enz
Chapter 16 Focus on Finance: Aiming for Restaurant Success 227
Alex M. Susskind and Rupert Spies
Part III Success as a Real Estate and Business Owner
Chapter 17 Hospitality Property Ownership: Where You Fit in 247
Jack B. Corgel, Robert Mandelbaum, and R. Mark Woodworth
Chapter 18 Hospitality Properties: How Much to Pay if You’re Buying; How Much to Ask if You’re Selling 270
Jack B. Corgel
Chapter 19 Gaining Maximum Benefit from Franchise Agreements, Management Contracts, and Leases 293
Jan A. de Roos
Chapter 20 Developing and Renovating Hospitality Properties 309
Jack B. Corgel, Jan A. de Roos, and Kevin Fitzpatrick
Chapter 21 Planning and Programming a Hotel 321
Jan A. de Roos
Chapter 22 Measuring Hotel Risk and Financing 333
Peng Liu and Daniel Quan
Part IV Success Through Managerial Excellence
Chapter 23 Segmenting and Targeting Your Market: Strategies and Limitations 353
Michael Lynn
Chapter 24 New Media: Connecting with Guests throughout the Travel Experience 370
Lisa Klein Pearo and Bill Carroll
Chapter 25 Building and Managing Your Brand 388
Robert J. Kwortnik
Chapter 26 Hotel Revenue Management in an Economic Downturn 405
Sheryl Kimes and Chris Anderson
Chapter 27 Addressing Employee Lawsuits 417
David Sherwyn and Paul E. Wagner
Chapter 28 Coordinating Information and Controlling Costs 430
Gordon Potter
Chapter 29 Making the Most of Your Human Capital 444
J. Bruce Tracey and Sean A. Way
Chapter 30 You Can’t Move All Your Hotels to Mexico: Unions and the Hospitality Industry 455
David Sherwyn and Paul E. Wagner
Chapter 31 The Integrity Dividend in Hospitality Leadership 469
Tony Simons
Final Thoughts
Chapter 32 Afterword: Where Do You Go from Here? 483
Michael C. Sturman, Jack B. Corgel, and Rohit Verma
Index 487

Michael C. Sturman is a Professor of Management and the
Kenneth and Marjorie Blanchard Professor of Human Resources at
Cornell University’s School of Hotel Administration. His current
research focuses on the impact of human resource management on
organizational performance and other job performance issues. He has
written over one hundred articles, and is coauthor of Managing
Quality Service in Hospitality: How Organizations Achieve
Excellence in the Guest Experience.
Jack B. Corgel is a full professor at the School of Hotel
Administration and served as the first director of the school’s
Center for Hospitality Research. He consults with PKF Hospitality
Research, where he helps develop new products for the hotel
industry based on property-level financial performance.
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). He has published over fifty articles in prestigious business
journals, written numerous CHR research reports, and routinely
presents at major industry con-ferences. He is coauthor of
Operations and Supply Chain Management for the 21st Century.