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Book part
Publication date: 28 December 2016

Rachel Dodds and Lee Jolliffe

This chapter investigates the current trend toward both creative and experiential tourism in cities in terms of the development and marketing of local attractions.

Abstract

Purpose

This chapter investigates the current trend toward both creative and experiential tourism in cities in terms of the development and marketing of local attractions.

Methodology/approach

Creative tourism in cities is profiled through a literature review and further investigated by means of a case study at a local attraction in Toronto, Canada. The choice of a site was one of a creative city and the re-purposing of a formerly industrial site for visitation.

Findings

The study of Evergreens Brickworks demonstrated the use of marketing techniques to identify markets and match visitors with experiences. The visitor segmentation method determined that pre-scheduled and bookable activities offered for locals need to be offered on a different basis for tourists, who may be one time visitors to the site. The product-market match process suggested areas in which products could be modified or indeed created.

Practical implications

This practical study offers lessons for other local visitor attractions and their managers desiring to identify market segments and match them with appropriate activities creating experiential tourism at the site level within the creative city context.

Originality/value

While many studies of the creative tourism concept and cities have been undertaken within the context of destinations this research offers a site-specific perspective as well as marketing perspective that will be of practical value to attraction managers.

Details

The Handbook of Managing and Marketing Tourism Experiences
Type: Book
ISBN: 978-1-78635-289-7

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Book part
Publication date: 22 September 2009

Bruno Cassiman and Alfonso Gambardella

Before firms can focus on the development and commercialization of a given innovation, they have to address a more fundamental strategic issue – namely, what is their…

Abstract

Before firms can focus on the development and commercialization of a given innovation, they have to address a more fundamental strategic issue – namely, what is their innovation strategy and how can they organize the innovation process. This involves three basic questions: (1) whether to invest in R&D, (2) how much to invest in R&D, and, (3) which type of R&D to perform. While these three questions have typically been studied in isolation, we argue that they are intimately linked with the choice of the innovation strategy of the firm. How the firm develops and commercializes a particular innovation will be a consequence of its innovation strategy.

Details

Economic Institutions of Strategy
Type: Book
ISBN: 978-1-84855-487-0

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Article
Publication date: 4 February 2014

Shubhabrata Basu

This paper reviews an underexplored dimension in strategic management namely, the strategic fit between various types of innovation and their corresponding product-market

Abstract

Purpose

This paper reviews an underexplored dimension in strategic management namely, the strategic fit between various types of innovation and their corresponding product-market strategies.

Design/methodology/approach

The article is prepared by reviewing the relevant literatures on innovation and product market strategies and comparing and contrasting the common characteristics to attain a fit.

Findings

The paper presents the criteria for distinguishing the different types of innovation vis-a-vis the product market strategies, along with a tabular frame of reference that fits a particular type of innovation with its corresponding product market strategy.

Practical implications

Further the article provides an action framework that characterises the product market strategies along with the benefits that accrue on adopting a particular type of innovation for the corresponding product market strategy. That way, the probability of firms, failing due to the launch of an inappropriate innovation in an inappropriate market, will be less.

Originality/value

This brief article presents an original framework, with significant practical applications, in a succinct manner. The frameworks will provide a guide to the top management on market or domain identification, resource allocation and launching and fitting an appropriate innovation in an appropriate market.

Details

Strategic Direction, vol. 30 no. 3
Type: Research Article
ISSN: 0258-0543

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Article
Publication date: 1 February 1999

Atsuko Hashimoto and David J. Telfer

Inniskillin Winery is at the forefront of an expanding wine tourism region in the Niagara Peninsula. This paper focuses on Inniskillin's efforts to adopt consumer‐led…

Abstract

Inniskillin Winery is at the forefront of an expanding wine tourism region in the Niagara Peninsula. This paper focuses on Inniskillin's efforts to adopt consumer‐led strategies to market Icewine to increasing numbers of Japanese tourists. Produced after the grapes have frozen on the vine, Icewine is an exclusive premium product. In a society where the price of the gift has become a barometer of the sender's sincerity, Icewine is well suited for the traditional Japanese custom of gift giving. This paper examines how Inniskillin's customer‐led marketing strategy matches with the psychological background of the Japanese target segment enabling the winery to sell 80–90% of all Icewine produced to its Japanese tourists.

Details

International Journal of Wine Marketing, vol. 11 no. 2
Type: Research Article
ISSN: 0954-7541

Keywords

Content available

Abstract

Details

The Handbook of Managing and Marketing Tourism Experiences
Type: Book
ISBN: 978-1-78635-289-7

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Article
Publication date: 1 February 1993

Daryl O. McKee and Sid Konell

Market dynamics are generating rapid product change and increasingthe uncertainties of product management. As a result, the need forproduct adaptability has never been…

Abstract

Market dynamics are generating rapid product change and increasing the uncertainties of product management. As a result, the need for product adaptability has never been greater. Yet marketing managers lack a framework for evaluating product adaptability. Examines product adaptability in terms of two underlying dimensions: product domain (single versus multiple product) and performance criteria (internal versus external). This results in a framework that includes four basic types of product flexibility: acceptability (single‐product flexibility based on external criteria, e.g. customer acceptance); modifiability (single‐product flexibility based on internal criteria, e.g. production efficiency); leveragability (multiple‐product flexibility based on external criteria); and compatability (multiple‐product flexibility based on internal criteria). Using this framework, identifies specific factors that lead to product adaptability and proposes a method for product assessment.

Details

Journal of Product & Brand Management, vol. 2 no. 2
Type: Research Article
ISSN: 1061-0421

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Article
Publication date: 1 January 2004

Teck‐Yong Eng

An important managerial task in business‐to‐business marketing is the strategic management of supplier‐customer relationships, which is concerned with a portfolio of…

Abstract

An important managerial task in business‐to‐business marketing is the strategic management of supplier‐customer relationships, which is concerned with a portfolio of relationships. A review of existing customer portfolio theories reveals that: most of the portfolio dimensions have not yet been empirically validated; the theoretical base of relevant dimensions may be conceptually inadequate in terms of strategy analysis; and the link between customer portfolio dimensions and customer performance has not yet been examined. Attempts to address these gaps in the literature by studying customer portfolios of large UK‐based banks. The main results indicate that the common industrial organization perspective may only give a short run picture of customer performance. Suggests that long run positioning value of a customer portfolio can be accounted for by resource‐based analysis and strategic approach to customer portfolio analysis. Concludes with a discussion of the results and implications.

Details

Journal of Business & Industrial Marketing, vol. 19 no. 1
Type: Research Article
ISSN: 0885-8624

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Article
Publication date: 6 March 2017

Ann Suwaree Ashton and Noel Scott

This paper aims to investigate Thai stakeholders’ perceptions of developing a destination for international retirement migration (IRM). Increasingly, residents of…

Abstract

Purpose

This paper aims to investigate Thai stakeholders’ perceptions of developing a destination for international retirement migration (IRM). Increasingly, residents of developed nations such as Japan who retire from work are choosing to live in Thailand or other less-developed countries.

Design/methodology/approach

Qualitative approach was used, and data were collected through focus groups and in-depth interviews in Chiang Mai and Bangkok. Content analysis technique was used to analyze data after completing the interviews of 35 industry participants.

Findings

It was found from the participants that considerable new real estate development and services specifically for these retirees has been created in recent years, but that there is a lack of stakeholder collaboration in catering to this market. Moreover, local resident knowledge of the retirees’ culture and language is lacking, along with a need for policy and planning support from government.

Research limitations/implications

A limitation of this study is that it explored only the perception of business stakeholders involved with Japanese IRM, a group of importance to the Thai Government due to their increasing numbers. Further study could look at local community attitudes toward IRM and how a community adapts to this new phenomenon.

Practical implications

This study provides guidelines for stakeholders, government and local communities. Especially, the role of government is to provide support with clear information about the visa process and legal documents.

Originality/value

This study contributes to the body of knowledge of destination development strategy for a specific international retirement tourist group.

Details

Journal of Place Management and Development, vol. 10 no. 1
Type: Research Article
ISSN: 1753-8335

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Article
Publication date: 1 April 1994

T.S. Chan

The idea of developing and preparing international managers to face theintensifying global competition poses new challenges for trainers andeducators. Discusses an…

Abstract

The idea of developing and preparing international managers to face the intensifying global competition poses new challenges for trainers and educators. Discusses an innovative approach of strategic alliance among business, Government and university in providing hands‐on management development programmes. Case examples highlight the effectiveness of the approach in creating a win/win situation for all the participants.

Details

Journal of Management Development, vol. 13 no. 3
Type: Research Article
ISSN: 0262-1711

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Article
Publication date: 18 September 2011

Nadine Levratto and Bernard Paranque

This paper aims to highlight a typology of small firms which, beyond the criteria of size or industrial field, makes it possible to distinguish the quality of firms…

Abstract

Purpose

This paper aims to highlight a typology of small firms which, beyond the criteria of size or industrial field, makes it possible to distinguish the quality of firms according to their internal organisation and the type of market on which they act with the objective of reducing the capital gap and credit rationing.

Design/methodology/approach

Based on a global approach using qualitative and quantitative data.

Findings

Still at the experimental stage, this method of assessing the ability of small firms to access financing from their various external partners could, if widely used, offer a means of increasing the transparency of small businesses and thereby enhancing their positioning and their chances of survival.

Research limitations/implications

The research is at an early stage and needs to be validated empirically.

Originality/value

While this paper describes a method of assessing an economic policy intended to benefit SMEs in France, its main purpose is to show how such a tool can help to target assistance and financing for small businesses more effectively.

Details

EuroMed Journal of Business, vol. 6 no. 3
Type: Research Article
ISSN: 1450-2194

Keywords

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