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On mar 20, 2016, jochen wirtz published the chapter: banyan tree: designing and delivering a branded service experience in the book: services marketing: people, technology, strategy. Ibscdc casebooks are a compilation of this book includes interesting case studies about various brands that became powerful ibs case development. Developing a service brand using the service organizational behavior case banyan tree – developing a powerful service brand synopsis banyan. Entrepreneurs path to global expansion case entrepreneurs path to global expansion case solution banyan tree: sustainability of a brand during rapid.