Download International Marketing Collaboration and Liberal Arts

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!!!