Fostering culture of innovation: practices, benefits and case studies
The implementation of a Marketing system 3.0 entails not only developing new strategies and tactics, but also involving a large community of stakeholders, for it is likely to be necessary to change some of their behaviors and attitudes to foster cooperation and adoption of the social media tools
A key factor to make open innovation a successful tool is to attract and retain talent, for a thorough system of incentives and recognition has to be designed.
Fairly rewarding contributions has always been an issue in open innovation, but also an interesting challenge to tackle. In mission driven destinations, many contributions are to be driven by the aim of working for the common good and social recognition.
Open innovation is what sets Destination Intelligence 3.0 apart from other comparable proposals. It aims to leverage the collective intelligence of all stakeholders and make them notice how mission driven destinations arise solidarity in terms of free contributions from skilled participants whom in turn may eventually become destination’s brand ambassadors, thus creating a cost advantage over conventional destinations
The implementation of the new storytelling based marketing is to be carried out progressively, shifting from a pull marketing to a push marketing as long as the storytelling marketing proves to be powerful enough to withdraw budget from conventional marketing activities
Open Innovation system development Being one of the key assets to invigorate creativity and sustain the destination model competitive advantage, it is necessary to design a set of strategies to engage stakeholders in contributing up […]
In Destination marketing 3.0, product development is carried out through co-creation processes, where co-creators participate motivated by the aim of contribution to the mission accomplisment