Responsabilità e sostenibilità nelle catene alberghiere internazionali tra scelte di riposizionamento strategico e razionalizzazione dei costi

The analysis aims to investigate the desing of the green commitment in the Corporate Responsibility Report (CRR) of the International Hotel Chain that operate globally. The study examines 24 global hotel chain and select 5 major hotel brands that draw up a CRR in its third edition. The reference period is at least 10 years and concludes at the end of 2015. The research question (RQ) investigates if the project design of the CRR is guided by the repositioning or rationalization. The four sub research questions are RQ-01: the development our commitment to corporate values or is isomorphic?; RQ-02: what’s the role of the code of conduct ?; RQ-03: what are the factors that determine the cost advantage?; RQ-04: what are the factors that determine the differentiation advantage?; The methodology used the Multiple Design Case Histories (Yin, 2013) and developed 4 phases: (1) Case Study Design; (2) Collecting the Evidence; (3) Analyzing the Evidence; (4) Final Results. The results show the mix method used of the hotels chain between of management efficiency and strategic repositioning. The main benefit of a hotel companyis in order to increase its efficiency, secondly, try to capture the market legitimacy to gain reputation and visibility.