Post on 17-Jul-2015
ENTER 2015 Destination Track Slide Number 2
Open Strategy: The use of Open Innovation in
Co-creating Vienna's Tourism Strategy 2020
Clemens Költringer
Cornelia Weingartner
Vienna Tourist Board, Austriaclemens.koeltringer@vienna.info
cornelia.weingartner@vienna.infotourismstrategy2020.vienna.info
b2b.vienna.info
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Agenda
• Challenges• Open Strategy• Open Innovation I: idea contest• Open Innovation II: stakeholder discussion• Implementation • Conclusion
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Agenda
• Challenges • Open Strategy• Open Innovation I: idea contest• Open Innovation II: stakeholder discussion• Implementation • Conclusion
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Challenges of strategy development
• Exclusive and secret • Insufficient knowledge and expertise• Insufficient by-in• Poor implementation
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Technology
• Faciliates a consultation with a global audience
• Enables international knowledge transfer• Permits internal and external collaboration• Empowers stakeholder participation • Enables (open) innovation
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Agenda
• Challenges• Open Strategy• Open Innovation I: idea contest• Open Innovation II: stakeholder discussion• Implementation • Conclusion
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Open Innovation
“… the use of purposive inflows and outflows of knowledge to accelerate internal innovation, and expand the
markets for external use of innovation, respectively”
Henry Chesbrough, executive director of the Center for Open Innovation at the University of California, Berkely
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policy makersinhabitants
tourists
experts
tourism industry
public organizations
students
Open Strategy
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Our vision is…
to create a shared understanding, stronger commitment, and effective implementation of Vienna‘s Tourism Strategy by empowering stakeholder collaboration through technology enabled open innovation.
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Our Strategy Process
Open Strategy Conference & SWOT Analysis
Open Innovation I
Open Innovation II
Tourism Strategy 2020
Strategy Group + International Advisory Board
9/2013 2/2014 4/2014 10/2014
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Agenda
• Challenges• Open Strategy• Open Innovation I: idea contest• Open Innovation II: stakeholder discussion• Implementation • Conclusion
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policy makersinhabitantstourists
experts
tourism industry
public organizations
students
Open Innovation I
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Open Innovation I
Target groups:residents of the city of Vienna / surroundings.members of the Vienna Experts Club International.persons who have already been to Vienna.persons who have never been to Vienna before.
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Open Innovation I
What makes Vienna 2020 the most attractive city in Europe?
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Open Innovation I
https://www.youtube.com/watch?v=LZ4oinBnxNw
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Open Innovation I - Results
800 pax from 43 countries546 ideas
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Open Innovation I
1 Month idea contest
800+ User
546 Ideas
43 Countries
8,950 Visits
10.3 Pages/visit
19 Minutes average time
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Agenda
• Challenges• Open Strategy• Open Innovation I: idea contest• Open Innovation II: stakeholder discussion• Implementation • Findings
ENTER 2015 Destination Track Slide Number 20
policy makersinhabitants
tourists
experts
tourism industry
public organizations
students
Open Innovation II
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Open Innovation II
Target groups: Key Stakeholders of the
Vienna Tourism Board. Tourism Experts working in
Vienna‘s tourism industry.
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Open Innovation II
1 Month
255+ User
551 Ideas
237 Comments
231 Ratings
74 By-in (I will engage)
1,951 Visits
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Agenda
• Challenges• Open Strategy• Open Innovation I: idea contest• Open Innovation II: stakeholder discussion• Implementation • Findings
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Implementation
GLOBAL. SMART. PREMIUM
Tourismstrategy2020.vienna.info5 x 400 + 20 = 2020
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Agenda
• Challenges• Open Strategy• Open Innovation I: idea contest• Open Innovation II: stakeholder discussion• Implementation • Conclusion
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Conclusion
global knowledge transfer
ownership
strengthen local networks
technology as enabler
shared vision
stakeholder integration
open strategy
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Open Strategyà la Vienne.
The toolbox for your strategy!
WWW. VIENNA. INFO