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Paper info: Cruise Baltic Web Site Story. A network of destinations branding online - what makes it challenging?

Title


Cruise Baltic Web Site Story. A network of destinations branding online - what makes it challenging?

Authors


Arja Lemmetyinen

Place of Publication


The paper was published at the 25th IMP-conference in Marseille, France in 2009.

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Abstract


This paper focuses on the issue of brand identity building of the Cruise Baltic network member destinations. It chronicles how the paradigm of competition which traditionally caused intense rivalry amongst individual destinations, in the Cruise Baltic network context, recently, shifted an agreement to adopt the cooperation paradigm. Furthermore, it follows a two-pronged analysis, first, to identify network members' perceived challenges caused by online branding implementation, both on the individual - and collective level; secondly, to deconstruct narratives-in-use, following Boje's guidelines as research method. Study findings yield accounts of network members that shed light on options available to decision makers to deal with the challenges arising as a consequence of a joint brand identity in Cruise Baltic's online presence; also enable them to 're-position' the Cruise Baltic web site story as a multi-authored narrative.