Coopetition, Resource-Based View and Legend: Cases of Christmas Tourism and City of Rovaniemi

Rauno Rusko, Petra Merenheimo, Minni Haanpää

Abstract


Coopetition is a promising and challenging perspective to understand cooperation between competing individuals, firms, organizations and networks. In the literature, coopetition phenomenon has been connected with strategic alliances, territorial development work, resource-based view and several forms and branches of business, marketing and tourism among others. We consider these perspectives and introduce their practical connections using one specific forms of leisure tourism, namely Christmas tourism. This study contributes, in addition to revealing these connections with coopetition, also emphasizing the joint importance of territorial brand, tourism and international legend and events in the context of coopetition. This case study research shows the power and applicability of coopetition perspective in business studies.


Full Text: PDF DOI: 10.5539/ijms.v5n6p37

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This work is licensed under a Creative Commons Attribution 3.0 License.

International Journal of Marketing Studies  ISSN 1918-719X(Print) ISSN 1918-7203(Online)

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