The general manager of Rosenbluth International's Mexican operations, had recently been given the task of transforming Bancomer Travel Services, a small Mexican-owned agency, into a branch office of Rosenbluth International. The Rosenbluth service concept has contributed to RI's success in the US and Canadian business travel industry, but the US/Canadian success does not imply that the Rosenbluth service concept can be taken carte blanche into Mexico. The case challenges students to consider if and how to adapt the service concept for the Mexican market, the Mexican business traveller and for travel in Mexico.
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