Two decades ago, travelers who were looking for a place to rest for the night looked for the large, multi-colored Holiday Inn signs. Eventually, the signs started looking dated and seemed to remind people of early times even though the motel chain knew travelers wanted to stay in modern rooms with all the latest amenities. Holiday Inn recognized the signs were sending the wrong message during which stage of the physical evidence strategy?

Question

Quizplus · Accepted Answer

Recognizing that the outdated physical evidence (in this case, the old Holiday Inn signs) was sending the wrong message to customers and making a strategic decision to update and modernize it is an example of recognizing the strategic impact of physical evidence.

Two Decades Ago, Travelers Who Were Looking for a Place