From corner shop to electronic shopping mall

The article investigates how a small hotel firm can achieve effective representation within electronic distribution systems, and access essential marketing skills, providing it with the potential to transform itself from a ‘corner shop' operating in a mainly domestic market, to participation in an ‘electronic shopping mall' with global reach. It explores the range, nature and characteristics of current and emerging technologies that may play a major role in the distribution of the small hotel product, and their impact and implications. The strategic alliance form of organisation, in terms of membership of a marketing consortium, as one strategy of effectively addressing the technologies and market challenges is investigated. Finally, the findings are tested relative to electronic distribution systems and strategic alliances within a major hotel marketing consortium. Copyright © 1998 John Wiley & Sons, Ltd.