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Learning by Doing : The Drivers of UTC (Travel Expert)'s Sustainability Transformation / Yameng Zhang.
- Format:
- Book
- Author/Creator:
- Zhang, Yameng, author.
- Mao, Zhihang, author.
- She, Xiaona, author.
- Series:
- SAGE Business cases.
- SAGE Business cases
- Language:
- English
- Subjects (All):
- Sustainable development.
- Physical Description:
- 1 online resource
- Place of Publication:
- London : SAGE Publications: SAGE Business Cases Originals, 2025.
- Summary:
- UTC (Travel Expert) is the first multi-brand, omni-channel travel outfitting business in China, established in 2007. Partnering with world-renowned brands in the travel outfitting industry, UTC is committed to introducing international travel brands to the Chinese market and supporting people to have excellent travel experiences by providing outfitting services. Thanks to the company's expertise in products and travelling advice, it obtains competitive advantages by differentiating itself from competitors in the Chinese travel outfitting industry. However, the global COVID-19 pandemic 2020-2022 significantly disrupted UTC's operations. In response to the challenges during the lockdown period, UTC proactively engaged in promoting a sustainability ethos among both employees and customers. Following the pandemic, the success of this endeavour served as a catalyst for UTC, prompting the official initiation of a sustainability transformation. This case study outlines the processes by which UTC learned from international brands and then transferred these experiences into its own brand building and sustainability practice over the years. The end of the case discusses how the learning process and acquired competitive advantages led UTC to choose a strategic focus on sustainability after the pandemic. Students are asked to analyse the processes of learning and capability development and discuss the internal and external drivers of UTC's sustainability transformation as a response to external adversity.
- Notes:
- Description based on publisher supplied metadata and other sources.
- ISBN:
- 9781071960332
- 1071960334
- OCLC:
- 1483992845
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