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