Innovation in Nature Based Tourism ServicesSuceava, 26 April – 7 May
Innovation categories in European areas
Carmen NastaseUniversity of Suceava
27 April 2010
About me
PhD. Degree in Strategic Management Fundamental research on Management of firms, business
approach Forecasting/Marketing research Trainer CEFE Methods (Competency based Economies
through Formation of Enterprise) Experience in Project Management, economic data
analysis, SWOT analysis etc
Experience in similiar project
- ERASMUS IP Innovation in Rural Development2008 – 2010- ERASMUS IP INNOTOOLS 2007-2008 www.innotools.usv.ro - ERASMUS IP INNOFOREST 2005-2007 - PHARE CBC Project ”Young Entrepreneurs in Bucovina - TAB” 2008 – 2009
Overview over Lecture
Innovation concept
Innovation in European areas
Innovation in tourism
the biggest opportunity…
These days, innovation is both::
… and the greatest challenge to business.
The unknown unknowns
Vision
Creativity
IdeasLeadership
KnowledgeInnovation
Transformation
Change management
Strategy
Desired future state
Design
Corporate ventures
Capabilities
Invention - Innovator
Invention Creation of something that has not existed
before Element of noveltyInnovator Tobe able to turn an invention into an
innovation, a firm normally needs to combin several types of knowledge, capabilities, skills and resources.
Inventor
Joseph Schumpeter
(1912)
New productsNew products
New methods of production
New methods of production
New sources of supply
New sources of supply
The exploitation of new market
The exploitation of new market
New ways to organize business
New ways to organize business
Peter DruckerPeter Drucker
“Change that creates a new dimension of performance”
“Change that creates a new dimension of performance”
“ Invention refers to new concepts or products that derive from individual’s
ideas or from scientific research. Innovation is the commercialization of
the invention itself ”(Peter Drucker)
“The ability to deliver new value to a customer”
(Jose Campos)
“Innovation is the way of transforming the resources of an enterprise through
the creativity of people into new resources and wealth”
(Paul Schumann)
European ComisionEuropean Comision
An innovation is the implementation of a new or significantly improved product (good or service), or process, a new marketing method, or a new
organisational method in business practices, workplace organisation or external relation.
The minimum requirement for an innovation is that the product, process, marketing method or organisational method must be new (or significantly
improved) to the firm.(CE 2002)
Innovation
Product
Goods Services
Process
Tehnological Organizational
Level of Inovation Studies
Institutional Level: administration, interest groups, research & education;
b2b Level: clusters, networks, vertical/horizontal cooperation;
Firm Level: entreprises Personal Level: owner, manager, employee
Institutional Level: administration, interest groups, research & education;
b2b Level: clusters, networks, vertical/horizontal cooperation;
Firm Level: entreprises Personal Level: owner, manager, employee
2. The innovation to the European level The Report „European Innovation Scoreboard
2009”.
The EIS 2009 includes innovation indicators and trend analyses for the EU27 Member States as well as for Croatia, Serbia, Turkey, Iceland, Norway and Switzerland.
EU27 Member States fall into the following four country groups: Denmark, Finland, Germany, Sweden and the
UK are the Innovation leaders
Of these countries, Germany and Finland are improving their performance fastest while Denmark and the UK are stagnating.
Innovation followers
Austria, Belgium, Cyprus, Estonia, France, Ireland, Luxembourg, the Netherlands and Slovenia
Cyprus, Estonia and Slovenia have shown a strong improvement compared to 2008, providing an explanation why these countries have moved from the Moderate innovators in the EIS 2008 to the Innovation followers.
Moderate innovators
Czech Republic, Greece, Hungary, Italy, Lithuania, Malta, Poland, Portugal, Slovakia and Spain
The EIS 2009 Moderate innovators are a mix of 5 Member States which were Moderate innovators in the EIS 2008 and 5 Member States which were Catching-up countries in the EIS 2008.
Catching-up countries
Bulgaria, Latvia and Romania
All three countries are rapidly closing their gap to the average performance level of the EU27, and Bulgaria and Romania have been improving their performance.
Do you are ready to innovate?
Each of you find a pair
3. Tourism sector innovation
What is the level of innovation in tourism compared to other sectors?
Little research undertaken Case studies rather than
comprehensive overviews Possible perception of
tourism not being an innovative sector?
Innovation in your case studies
Why innovation?
Perceived as linked to regional and national competitiveness and development
Related to firm survival Capacity to respond to external change Link to knowledge economy and interest in
clusters and networks Spatial dimension - regions and destinations BUT - innovative to who?
Norway
2008 Norwegian study of innovation in different service sectors
Leisure services: Arts, museum, entertainment, restaurant and media services
10.4% of Norwegian employment in services Share of firms with product innovation: 10% Share of firms with process innovation: 5% Share of turnover due to new services in
innovators only: approx. 24%
Where did innovation occur?
30% - Goods or services 23% - Operational processes 40% - Total product/process 21% - Organisational or managerial process 37% - Marketing method 50% - Total innovation rate
Reasons for innovating
99% - Increase revenue (Overall 92%) 83% - Improve productivity (Overall 81%) 77% - Reduce costs (Overall 73%) 85% - Increase market share (Overall 71%) 53% - Increase responsiveness of customers (Overall 70%) 52% - Establish/exploit new market opportunities (Overall 61%) 20% - Improve work safety standards (Overall 46%) 18% - Replace goods or services being phased out (Overall 26%) 28% - Reduce energy consumption (Overall 22%) 28% - Reduce environmental impact (Overall 22%)
Importance of the firm and your case study
Need to develop better understanding
How organised to add value for consumption (and production)?
How related to other firms and organisations in the tourism destination and customer value chain
Networks and alliances
Tourism is a networked product - economic and knowledge relationships
Using e-tools as a means of enhancing communication and collaboration - importance of inter-sectoral relationships
Conclusion
Diversification of local economies Build on local networks and interactions Based on specific assets and challenges
of tourism area Innovation a key concept in some
European founding: Leader
and innovation platform in our IP?
Short answer: A “brain box” that links lecturer, experts, students, knowledge, tools and collaborative processes in new ways. A studio for staging ideas. A collection point for collaboration for good case studies
The Present
The Desired Future
The Present
The Desired Future
Ideea generationBrainstorming
SWOT
Macro screening
Micro screening
Use innovative tools
Design is a way of taking thejourney to the desiredfuture
References:
www.innonatour.usv.ro http://ec.europa.eu/enterprise/policies/innovat
ion/index_en.htm http://www.innovationeu.org www.oecd.org