The power of loose ties: networking for market diversification in remote Australia

Schmallegger, Doris (2009) The power of loose ties: networking for market diversification in remote Australia. In: Fyall, Alan, Kozak, Metin, Andreu, Luisa, Gnoth, Juergen, and Lebe, Sibila, (eds.) Marketing Innovations for Sustainable Destinations. Goodfellow Publishers, Woodeaton, Oxford, UK, pp. 286-298.

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Tourism in remote Outback areas of Australia has become increasingly homogenous in terms of products and markets over the last decade and is currently suffering substantial declines in visitor numbers (Carson and Taylor, 2009). As a result, calls have been mounting for more innovative approaches to market diversification and product development in remote Australia. Much of the literature on innovation suggests that one of the most effective ways to create innovations is by operating as a 'system of innovation' in which individual business, public organisations and institutions interact and influence each other (Carlssson and Stankiewicz, 1991; Edquist, 1997; Iammarino, 2005). Having strong institutional arrangements that encourage strong network and clusters is a key factor in the development of regional systems of innovation (Doloreux and Parto, 2005' Storper, 1995). Remote regions appear to be fundamentally constrained in the pursuit of networks and clusters by a lack of critical mass, the geographic dispersal and isolation of firms, and limted resources and preparedness to engage in networks and collaboration (Doloreux and Dionne, 2008; Virkkala, 2006).

Item ID: 9020
Item Type: Book Chapter (Research - B1)
ISBN: 978-1-906884-05-5
Keywords: market diversification; innovation; networking; destination marketing; remote; institutional environment
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Date Deposited: 24 May 2010 05:43
FoR Codes: 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1506 Tourism > 150604 Tourism Marketing @ 50%
15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1506 Tourism > 150603 Tourism Management @ 25%
14 ECONOMICS > 1402 Applied Economics > 140216 Tourism Economics @ 25%
SEO Codes: 90 COMMERCIAL SERVICES AND TOURISM > 9003 Tourism > 900301 Economic Issues in Tourism @ 100%
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