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

Rauno Tapio Rusko, Petra Kristiina Merenheimo

Research output: Chapter in Book/Report/Conference proceedingChapterScientificpeer-review


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 languageEnglish
Title of host publicationDriving Innovation and Business Success in the Digital Economy
EditorsIonica Oncioiu
Place of PublicationNew York
PublisherIGI Global
Number of pages21
ISBN (Electronic)9781522517801
ISBN (Print)9781522517795, 1522517790
Publication statusPublished - Dec 2016
MoEC publication typeA3 Part of a book or another research book

Field of science

  • Business and management

Citation for this output