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The article explores SME (Small and Medium Sized Enterprises) brand strategies as a means to position and successfully engage in competitive markets. A derived typology of brand strategy types deals with social profiling and sheds light on brand strategy internalization of two current managerial paradigms—sustainability and co-creation. N = 895 German SME wineries were examined, leaning on a netnographic analysis of predominantly websites and social media interactions. A two-step clustering method thereby identified eight winery SME brand strategy types. The importance of sustainability across the identified eight brand strategy types is significant. Co-creation turned out to be a key profiling trait characterizing one brand strategy type. The typology illustrates strategic richness, with brand strategies leaning predominantly on traditional values, on sustainability, on external reputation, or on more innovative customer centric concepts such as co-creation. Hereby, the typology and the identified brand levers invite to strategically design brand management, governance, and sustainability. Wineries which focus on traditional positioning and legitimacy were found to be cautious in deploying co-creation through social media. Winery brands that are characterized by engagement in digital co-creation apparently either tend to expand their scope or partially combine it with traditional values, making them the most diverse type identified. Sustainability obviously needs to be addressed by all brand strategies. Despite industry and country focus, the analyses illustrate the relevance of socially-oriented profiling and highlights that sustainability has reached a status of a fundamental business approach still allowing to differentiate thereon. Furthermore, the business models of the SMEs need to deliver communicated values.
This study advances the research and methodological approach to measuring and understanding national-level destination competitiveness, sustainability and governance, by creating a model that could be of use for both developing and developed destinations. The study gives a detailed overview of the research field of measuring destination competitiveness and sustainability. It also identifies major predictors of destination competitiveness and sustainability and thereby presents destination researchers and practitioners with a useful list of priority areas, both from a global perspective and from the perspective of other similar destinations. Finally, the study identifies two major types of destination governance with implications for research, policy and practice across the destination life-cycle. The research deals with the analysis of the secondary data from the World Economic Forum Travel and Tourism Index (WEF T&T). Major types of destination governance and predictors of belonging to either one of the types, as well as inside cluster predictors have been extracted through a two-step cluster analysis. The results support the notion that a meaningful model of national-level destination governance needs to take into account different development levels of different destinations. The main limitation of the study is its typology creation approach, as it inevitably leads to simplifications.
What does ‘desirable’ or ‘sustainable’ mean in the context of labour migration? And what should programmes geared towards making migration more compatible with development look like? These questions provided the starting point for the ‘Sustainable Labour Migration’ research project implemented by Hochschule Bonn-Rhein-Sieg University of Applied Sciences between December 2020 and August 2022. The project looked at how sustainability in different transnational skills partnership schemes was perceived by different stakeholders in three countries chosen as case studies: Georgia, Kosovo and Vietnam. Embracing the notion of a ‘triple win’, many transnational skills partnership schemes aim to deliver benefits for their main stakeholder groups. As well as reflecting critically on this triple-win narrative, this paper also argues for a more nuanced approach in order to grasp the complexity of skilled labour migration. The paper introduces one such approach, namely the sustainable labour migration framework, and highlights the key elements of the research project. It details the methodology used in the study (systematic literature review – employer survey – semi-structured, in-depth interviews – focus group interviews) and explores the perception of sustainability in skilled labour migration with a focus on the cost/benefit ratio, the relationship between vocational education and training and labour migration, and the various arrangements for the partnerships employed in the schemes. In introducing the key findings from the three countries selected for the case studies, the paper highlights that the perception of sustainability is not underpinned by a comprehensive understanding of the term amongst most stakeholders. Within all the schemes, however, some stakeholders identified elements which make a positive contribution to development in the respective countries of origin and thus identify elements of sustainable labour migration with room for improvement in multiple areas. The paper concludes with a presentation of overall policy recommendations: The ongoing reform of Germany’s labour migration policy should be accompanied by more development-oriented activities. As part of this, the German Federal Ministry for Economic Cooperation and Development (BMZ) should stand up more forcefully for the needs of migrants and potential partner countries in order to reduce existing inequalities
What are the processes behind efforts for more sustainable mountain destinations in the German Alps and what are the views of different tourism stakeholders on these processes? The research deals both with threats pushing the agenda of sustainable development (such as climate change and depletion of resources), indicators of sustainable tourism (to measure the scope of change), as well as cross-border cooperation and stakeholder engagement in the German Alps. The data was collected through 30 interviews with individuals dealing with tourism development and sustainable tourism development in the German Alps. The findings suggest that a holistic approach and collection and dissemination of data and knowledge on sustainability are the basis for developing sustainable mountain tourism. Implementation and monitoring should focus on specific flagship sustainable tourism products, as well as on a destination in a broader sense and the sustainable tourism market. Three themes emerged as important for implementation of sustainable tourism in the German Alps: indicators of sustainable tourism, cross-border cooperation and stakeholder engagement.
This article examines similarities and differences in the attitudes and social representations of destination managers towards implementing sustainable tourism between the mountain regions of the Alps and the Dinarides. Bearing in mind the transnational impacts (i.e., environmental, economic and social) of the tourism industry the research methodology adopted an international perspective by sending a questionnaire to tourism organizations in fourteen different countries in the Alps and the Dinarides. The research is interdisciplinary in nature, because it integrates knowledge from sustainability and management science with tourism geography and social psychology. The findings confirm that social representations of sustainable tourism differ significantly in the two mountain regions.
This paper presents the preliminary results of the Socialist Republic of Vietnam country case study conducted as part of the research project Sustainable Labour Migration implemented by the University of Applied Science Bonn-Rhein-Sieg. The project focuses on stakeholder perspectives on countries of origin benefits and the sustainability of different transnational skill partnership schemes. Existing and ongoing small-scale initiatives indicate that opportunities exist for all three types of labour mobility pathways, from recruiting youth for apprenticeships and subsequent skilled work to recruitment and recognition of skilled 'professionals' certificates for direct work contracts to initial vocational education and training programs in a dual-track approach. While the latter has the highest potential to be more beneficial than other approaches, pursuing and supporting the scaling up of all three pathways in parallel will have additional, mutually reinforcing and supporting effects. The potential for benefits over and above those already realised by existing skill partnerships appears high, especially considering the favourable framework conditions specific to the long-standing German-Vietnamese relationship. If the potential of well-managed skill partnerships was realised, such sustainable models of skilled labour migration could serve as a unique selling point in the international competition for skilled labour.