Open Strategy: The use of Open Innovation in Co-creating Vienna's Tourism Strategy 2020

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Transcript of Open Strategy: The use of Open Innovation in Co-creating Vienna's Tourism Strategy 2020

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Open Strategy: The use of Open Innovation in

Co-creating Vienna's Tourism Strategy 2020

Clemens Költringer

Cornelia Weingartner

Vienna Tourist Board, [email protected]

[email protected]

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

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

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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

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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

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