The capability for firms to create new opportunities through a continuous relationship with the main actors in a destination, fostering an innovate managerial approach in an effective way in order to ameliorate local efficiency and innovation, thus gaining sustainable competitive advantage.
Published in Chapter:
Open, User, and Smart Innovation in Cultural Firms
Valentina Della Corte (University Federico II of Naples, Italy)
Copyright: © 2014
|Pages: 25
DOI: 10.4018/978-1-4666-5007-7.ch010
Abstract
The cultural sector is made of a variety of firms (both public and private) whose primary economic value derives from their cultural value (Flin, Mearns, O'Connor, & Bryden, 2000). The focus in this chapter is on the organizations that manage cultural sites, with a specific attention to the interactions between cultural sector and tourism industry. Nowadays, the competitive environment is more and more complex, owing to the globalization as well as to the interactions of this sector with others, so the cultural actors have to enrich their cultural offer in order to meet customers' needs effectively and efficiently. For this reason, innovation is acquiring a crucial role in a marketing approach for cultural firms in order to promote and distribute value through their offers. Managers of cultural firms are generally oriented to the preservation rather then to the promotion and valorization of cultural resources. Innovation, in its different perspectives, can be the key component for the creation of a new approach in the offer of cultural products, aiming at catching external opportunities through a continuous, interactive and innovative relationship with all the actors of the destination in order to gain sustainable competitive advantage.