Category: Strategy

Strategy planning, strategy execution and business model design focused on collaborative modelling

Open Innovation development strategy for destinations (II)

Beyond the basic roadmap provided in the previous post about how to deploy Open Innovation in destinations, this article provides a more detailed planning method to provide further guidance in the Open Innovation development.

Open Innovation development strategy for destinations (I)

To develop Open Innovation within a destination management organization, it is convenient to follow a basic roadmap consisting of five steps, in order to create enough consistency to ensure the desired results.

Challenge Driven Innovation

Open Innovation may be carried out in different ways, depending on the goals and the resources which are available. There are two main approaches: Challenge Driven Innovation and social media, although other examples are also presented here.

The art of persuading prospect tourists to visit our destination

Marketing has traditionally been rather focused on unidirectional communication, with little listening beyond marketing research or conversations in the sales meetings. As long as the competition is fiercer than ever, and the market audience is overwhelmed with thousands of marketing messages every day, it is necessary to make this strategy evolve towards a more interactive communication that works on persuasion and tailoring the conversation.

Key concepts and ideas about Open Innovation

Open Innovation encompasses a myriad of different approaches, but is also often confused with other innovation- related terms. Furthermore, there are many specific concepts related to Open Innovation which must be defined precisely in order to properly understand some of the coming explanations.

Great opportunity to boost Tourism 3.0: Video game industry is trying to leverage its potential for fighting against climate change

Concern about climate change and the need to protect the environment is reaching its highest levels ever. Video game industry players are also embracing this concern into their business model and their products, trying also to raise awareness among their clients, and to move them to take action in addressing environmental challenges.

From customer acquisition to customer recommendation marketing

Despite the effectiveness of the conventional marketing tools such as the booking websites and collaborative platforms, marketing innovation is attainable to all business -no matter their size- and it pays off! It is all about imagination.

Destinations with a soul (I)

Ingraining values and a mission related to sustainability in the vision of an organization or a destination is much more than an idealistic purpose. It is a truly visionary venture, so long as the spirit or soul of the organization not only transforms its environment, but also creates conditions for business sustainability and delivers extra value to its clients and stakeholders that pays off in the mid and long term.

Marketing trends for 2019 (IV)

This is the last article of the 2019 Marketing trends series, where I make special emphasis in the evolution of the traditional components of the marketing mix

Marketing trends for 2019 (III)

In accordance with the key trends of Marketing 3.0, there are some significant shifts or emerging trends to take into account when planning the new marketing activities