Category: Strategy

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

The marketing power of doing good

The power of doing good is also the power of creating a good reputation, and thus to create the virtuous circle of economic development. Simon Anholt’s TED Talk explains it well through his “Good Country Index” presentation.

Tourism Marketing with Instagram

As marketing has been evolving from offline to online, and within online to social media, also within social media there are some emerging platforms taking the lead in social media marketing, and even more when it comes to tourism marketing: Instagram is nowadays one of the social media platforms that cannot be overlooked in any destination marketing plan.

Envisioning Alternate Reality Games for marketing destinations

Alternate Reality games have been spreading worldwide since earlier than a decade ago. They are a very interesting phenomenon to use both as a marketing strategy, as a marketing product and as a strategy to attract and engage contributors to tackle social and environmental challenges in the destinations.

Competitive strategy development

Developing an effective strategy for complex and competitive environment requires not only vision and business know-how, but also the capacity to fully understand how your competitors are likely to react to your strategy. This article explains how to gain this understanding.

Sustainable Tourism Development: Helping Revive Post-Conflict Destinations

Recovering the economy of a country having suffered a conflict has many challenges, but in the case of tourism there are some specific challenges and opportunities

How Pokemon Go can inspire tourism experiences: envisioning augmented reality in destinations (I)

Augmented Reality has been progressively integrated in the visitor’s experience, namely in tourist guide apps. However this technology could be leveraged for more ambitious marketing goals

7 Components of a Great Integrated Marketing Program

Marketing is nowadays more complex than ever, and so designing a comprehensive strategy that encompasses all possible communication channels and stakeholders requires deep know-how and expertise. This article synthesizes the key success factors to make it happen.

The Tipping Point’s theory for expanding destinations 3.0 (IV)

This last article of the Tipping Point series summarizes the theory, explaining also the diffusion model to better understand the target audience in every phase of the strategy development

Fifteen Common Place Branding Pitfalls and How to Avoid Them

Branding strategy implementation has to face many unexpected challenges. This article lists many of these issues, to be taken into account for a better planning and a successful implementation.

The Tipping Point’s theory for expanding destinations 3.0 (III)

One of the most interesting key factors to generate social epidemics is the power of context. This article explains how our environment may condition our behavior and decision making.