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ATME 2009 Travel Marketing Conference Las Vegas, NV: May 27-28, 2009 Partner Marketing Effectiveness in the International Travel Industry Michael E. Ricco [email protected] [email protected] 21st Century Inter-organizational Collaboration Success and Dedicated Alliance Functions The Problem U.S. international inbound context: ► U.S. share of global travelers continues to decline ► Impact on employment, industry income, tax receipts ► “Competitiveness compounding” aspect Solutions ► Economic environments ► Linking consumer interests/behaviors with product/experience value ► Marketing strategies/tactics - Individual firm - Comparative destination attractiveness - Industry marketing collaboration Marketing Collaboration ► Heightened need and importance across international borders ► Marketing environment considerations ► The evolving organization and marketing context ► Marketing performance expectations Collaboration Effectiveness Metrics ► Financial ► Resource access ► Marketing ► Competitiveness ► Relational abilities ► …..Overall Dedicated Alliance Function ► What ► Is is it? it important? ► Does it impact results? Dedicated Alliance Function ► ► ► ► ► ► ► ► ► ► ► ► ► Communication skills Learning Project management Cultural sensitivity Execution capabilities Technology integration Training Integration Partner selection Monitoring Conflict management Ethical integration Accountability How you partner, is as important as why you partner. Preliminary Pilot Study ► Reduction in metrics. ► DAF vs. non-DAF percentage of successful collaborations. ► Level of DAF experience: outcomes. ► Non-DAF’s: narrower scope of objectives/metrics. Study Outcomes ► What are the partner marketing effectiveness metrics? ► How do those metrics rank in use? ► Compare and contrast collaborative success. ► Updated model for collaboration? ► Marketing leadership implications. Please participate in the survey! Thank you!!!