Co-Branding and Co-Creation in Wellness Tourism: The Role of Cosmeceuticals
Publication information
OKM publication type
A1
Category
Artikkelit ja abstraktit
Sub category
Tieteelliset aikakauslehtiartikkelit
Type
Alkuperäisartikkeli
Refereed
Kyllä
Publication channel information
Title of journal/series
Journal of hospitality marketing and management
Publication forum ID
60606
Country of publication
United Kingdom
Internationality
Yes
Detailed publication information
Publication year
2011
Journal/series volume number
20
Journal/series issue number
8
Page numbers
879-901
Language of publication
English
Co-publication information
International co-publication
Yes
Classification and additional information
MinEdu field of science classification
512 Business and management, 520 Other social sciences
Additional information
With examples from the Nordic countries, it is demonstrated that alliances in the value chain can lead to innovation and development in cosmeceutical (cosmetics and pharmaceuticals) enterprises, and that the collaboration can also assist the wellness industry in its attempts to achieve inimitability and competitiveness. On the basis of the innovation literature, the article discusses models for co-creation and co-branding in the value chain. Factors that facilitate or impede collaborative processes are discussed. The Nordic evidence suggests that the opportunities are not fully exploited for developments that enhance targeted place branding.,