A six-person intelligence team from the Marriott Corporation spent six months traveling around the country staying at economy hotels. The team assessed the competition’s strengths and weaknesses on everything from the soundproof qualities of the rooms to the softness of the towels. Marriott then budgeted $500 million for a new economy hotel chain, Fairfield Inns.

Companies can learn from Marriott. New-product ideas can also be found by analyzing the competition.

Cite this as:

YouSigma. (2008). "Marriott Corporation Idea Generation." From http://www.yousigma.com.