The Provenance Chain: Uncovering the Connection Between Provenance and Sustainable Growth

IHG | January 22, 2018

2018 IHG Trends Report demonstrates the competitive advantage derived from a powerful and authentic provenance which resonates with consumers Provenance is the foundation for enduring brand success and has become more important than ever for organisations wanting to succeed in today's complex consumer environment. That is the finding of the 2018 Trends Report published today by IHG® (InterContinental Hotels Group) at the World Economic Forum in Davos. In the sixth edition of this annual report series, IHG reveals The Provenance Chain; five interconnected stages which provide a demonstrable link between provenance and sustainable gro...