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

Rauno Tapio Rusko; Petra Kristiina Merenheimo

doi:10.4018/978-1-5225-1779-5.ch010

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

Rauno Tapio Rusko, Petra Kristiina Merenheimo

Faculty of Social Sciences

Research output: Chapter in Book/Report/Conference proceeding › Chapter › Scientific › peer-review

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.

Original language	English
Title of host publication	Driving Innovation and Business Success in the Digital Economy
Editors	Ionica Oncioiu
Place of Publication	New York
Publisher	IGI Global
Pages	137-157
Number of pages	21
Edition	1
ISBN (Electronic)	9781522517801
ISBN (Print)	9781522517795, 1522517790
DOIs	https://doi.org/10.4018/978-1-5225-1779-5.ch010
Publication status	Published - Dec 2016
MoEC publication type	A3 Part of a book or another research book

Field of science

Business and management

Access to research output

10.4018/978-1-5225-1779-5.ch010

Citation for this output

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title = "Co-Creating the Christmas Story:: Digitalizing as a Shared Resource for a Shared Brand",

abstract = "Digitalization can be regarded as a megatrend which results that both brand building and brand managementmust 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 developmentwith the help of two tourism destinations. It focuses on the role Web-based platforms play in destinationbrand development, using the examples of two seemingly nearly similar Christmas tourism destinationsas case studies: Santa Claus, Indiana, and Santa Claus Village, Rovaniemi. The chapter highlights thecontribution of a customer-oriented digitalization to creating a competitive advantage, even a sustainableone, for tourism destinations with theoretical connections to a resource-based view (RBV) and discussesits potential for incremental and radical innovative brand development processes.",

author = "Rusko, {Rauno Tapio} and Merenheimo, {Petra Kristiina}",

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Co-Creating the Christmas Story: Digitalizing as a Shared Resource for a Shared Brand. / Rusko, Rauno Tapio; Merenheimo, Petra Kristiina.

Driving Innovation and Business Success in the Digital Economy. ed. / Ionica Oncioiu. 1. ed. New York : IGI Global, 2016. p. 137-157 10.

Research output: Chapter in Book/Report/Conference proceeding › Chapter › Scientific › peer-review

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