1. Teaching case: Outbound open innovation in Tourism

2. The tourism industry The tourism industry is one of the largest industries in the world and accounts for 9% of worldwide GDP (UNWTO, 2014). The number of overnight stays is predicted to grow by 3.3% every year until 2030 (UNWTO, 2014). In Norway the most popular tourist attractions are winter sports, business and adventure trips, natural and ecotourism, as well as cruise trips (European Commission, 2014). Approximately 60% of the tourists in Norway are domestic, and the remaining 40% are tourists from abroad (Innovation Norway, 2014).

3. How to travel from Continental Europe to Southern Norway? Two opportunities – By plain – By car via ferry Most tourists from Continental Europe to Southern Norway come by car via Ferry (see map)

4. The case You are the top manager of the dominating ferry company on the route between Southern Norway and Continental Europe Each year approximately 4 million people travel with your ferries (both Norwegians and from abroad)

5. The case (cont.) To be able to continously improve your services you have implemented an advanced CRM (Customer Relationship Management) system Consequently you now have detailed knowledge about your customers, including knowledge about – Tourists traveling to Norway, for example: Why are they traveling to Norway How long are they planning to stay What are they planning to see and experience What are their expectations – Tourists traveling from Norway, for example: How long did they stay in Norway What did they see and experience in Norway Level of satisfaction of their stay (hotels, attractions, experiences, infrastructure, etc.) Ideas related to how their stay could have been improved Willingness to come back to Norway

6. The outbound open innovation decision Obviously your in depth knowledge of tourists traveling to Southern Norway could be useful for tourism firms (e.g., hotels, ski resorts, amusement parks, museums, theatres etc.) operating onshore in Southern Norway. Discuss whether you should share your knowledge with onshore tourism actors, and if so: – What knowledge elements would you like/not like to share? – With whom (what actors) would you like/not like to share your knowledge? – Should the transfer of knowledge elements be pecuniary or nonpecuniary?