Gaining Strategic Intelligence Through the Firm's Market Value: The Hospitality Industry

Abstract

This chapter uses the market value to assess the different factors and actors that influence the firm performance. The market value of a company, obtained from the stock exchange, can be used to both, detect and measure the impact of elements of the role, market, and far environment. The empirical application analyzes the hospitality industry that is currently facing an increasingly complex business environment: apart from the terms uncertainty, complexity, and dynamism that shape the environment, in this industry the concepts of munificence and illiberality are strongly applied. This procedure can aid in scanning-related activities, as the analysis shows that environmental events are recognized quite well.