Maritz and Cornell White Paper Explains the New Relationship-oriented Business Landscape

May 18, 2011

Contact:  Jane Henion, 607.255.9780,

Maritz and Cornell White Paper Explains the New Relationship-oriented Business Landscape

To prosper, businesses must move toward "true engagement" with customers, suppliers, and employees

Ithaca, NY, May 18, 2011 – A new white paper from the Cornell Center for Hospitality Research presents an analysis of the changes in the current business environment that have resulted from people's desire for greater meaning and connection. The analysis, "The Game Has Changed: A New Paradigm for Stakeholder Engagement," is written by Mary Beth McEuen, vice president and executive director for The Maritz Institute. The Maritz Institute is focused on underpinning Maritz' people-first business solutions with the most current discoveries from the human sciences, particularly neuroscience. The paper is available at no charge from the CHR at

"The new paradigm that we have identified involves a mutual effort to create value for all stakeholders," McEuen said. "This replaces the approach of extracting value from stakeholders at any cost. Although customers, suppliers, and employees will reluctantly do business with an old-style company, what they really seek is what I call 'true engagement.' This is the route to mutually beneficial relationships."

McEuen presents three foundations of this contemporary business model: (1) Explore deep insights into human motivation and behavior; (2) Recognize that one size doesn't fit all—meaning is personal; and (3) Genuinely see people as the center of strategy. Based on research into human psychology, the paper outlines the human drives that create a level of engagement needed to unlock the potential of each stakeholder.

As examples of stakeholder-oriented companies that create mutual value, McEuen presents the programs and attitudes found in three companies: Maritz, Barry-Wehmiller Group, and Embassy Suites. From its inception, Maritz has treated its employees and clients as people first, McEuen said, and Barry-Wehmiller likewise puts people and performance at the center of its strategy. Embassy Suites maintains a company culture "squarely focused on the goal of positively influencing the lives of guests, team members, and community stakeholders," she added. This extends beyond recognition and reward programs to grants that support community-service projects.

About The Maritz Institute
The Maritz Institute is a network of thought leaders advancing human science in business. Through a deeper understanding of people, Maritz solutions deliver better business and better lives. For more information on how Maritz is changing the ways in which companies engage their employees, channel partners and customers, visit:

Thanks to the support of the CHR partners listed below, all publications posted on the center's website are available free of charge, at

About The Center for Hospitality Research
A unit of the Cornell School of Hotel Administration, The Center for Hospitality Research (CHR) sponsors research designed to improve practices in the hospitality industry. Under the lead of the center's 81 corporate affiliates, experienced scholars work closely with business executives to discover new insights into strategic, managerial and operating practices. The center also publishes the award-winning hospitality journal, the Cornell Hospitality Quarterly. To learn more about the center and its projects, visit

Center Senior Partners: Hilton Worldwide, McDonald's USA, Philips Hospitality, SAS, STR, Taj Hotels Resorts and Palaces, and TIG Global

Center Partners: Davis & Gilbert LLP, Deloitte & Touche USA LLP, Denihan Hospitality Group, eCornell & Executive Education, Expedia, Inc., Forbes Travel Guide, Four Seasons Hotels and Resorts, Fox Rothschild LLP, French Quarter Holdings, Inc., HVS, Hyatt, InterContinental Hotels Group, Jumeirah Group, LRP Publications, Maritz, Marriott International, Inc., Marsh's Hospitality Practice,, PricewaterhouseCoopers, Proskauer, Sabre Hospitality Solutions, Schneider Electric, Thayer Lodging Group, Thompson Hotels, Travelport, and WATG

Center Friends: • American Tescor, LLC • Argyle Executive Forum • Berkshire Healthcare • Center for Advanced Retail Technology • Cody Kramer Imports • Cruise Industry News • DK Shifflet & Associates • • EyeforTravel • Gerencia de Hoteles & Restaurantes • Global Hospitality Resources • Hospitality Financial and Technology Professionals (HFTP) • • • Hospitality Technology Magazine • Hotel Asia Pacific • Hotel China • • Hotel Interactive • Hotel Resource • International CHRIE • International Hotel Conference • International Society of Hospitality Consultants (ISHC) • iPerceptions • JDA Software Group, Inc. • J.D. Power and Associates • Lodging Hospitality • Lodging Magazine • LRA Worldwide, Inc. • Milestone Internet Marketing • MindFolio • Mindshare Technologies • PhoCusWright • PKF Hospitality Research • The Resort Trades • Resort and Recreation Magazine • • Shibata Publishing Co. • Synovate • The Lodging Conference • The Wall Street Journal • The TravelCom Network • Travel + Hospitality Group • UniFocus • USA Today • WageWatch, Inc. • WIWIH.COM • Wyndham Green