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Co-Creating the Christmas Story: Digitalizing as a Shared Resource for a Shared Brand

Co-Creating the Christmas Story: Digitalizing as a Shared Resource for a Shared Brand

Rauno Rusko, Petra Merenheimo
Copyright: © 2017 |Pages: 21
ISBN13: 9781522517795|ISBN10: 1522517790|EISBN13: 9781522517801
DOI: 10.4018/978-1-5225-1779-5.ch010
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MLA

Rusko, Rauno, and Petra Merenheimo. "Co-Creating the Christmas Story: Digitalizing as a Shared Resource for a Shared Brand." Driving Innovation and Business Success in the Digital Economy, edited by Ionica Oncioiu, IGI Global, 2017, pp. 137-157. https://doi.org/10.4018/978-1-5225-1779-5.ch010

APA

Rusko, R. & Merenheimo, P. (2017). Co-Creating the Christmas Story: Digitalizing as a Shared Resource for a Shared Brand. In I. Oncioiu (Ed.), Driving Innovation and Business Success in the Digital Economy (pp. 137-157). IGI Global. https://doi.org/10.4018/978-1-5225-1779-5.ch010

Chicago

Rusko, Rauno, and Petra Merenheimo. "Co-Creating the Christmas Story: Digitalizing as a Shared Resource for a Shared Brand." In Driving Innovation and Business Success in the Digital Economy, edited by Ionica Oncioiu, 137-157. Hershey, PA: IGI Global, 2017. https://doi.org/10.4018/978-1-5225-1779-5.ch010

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Abstract

Digitalization can be regarded as a megatrend which results that both brand building and brand management must adapt to new challenges. The growing role of digitizing points to both challenges and risks, as well as to opportunities. This chapter conceptualizes digitizing as a resource for brand development with the help of two tourism destinations. It focuses on the role Web-based platforms play in destination brand development, using the examples of two seemingly nearly similar Christmas tourism destinations as case studies: Santa Claus, Indiana, and Santa Claus Village, Rovaniemi. The chapter highlights the contribution of a customer-oriented digitalization to creating a competitive advantage, even a sustainable one, for tourism destinations with theoretical connections to a resource-based view (RBV) and discusses its potential for incremental and radical innovative brand development processes.

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