Regional Value Added

 

Key Issues & Strategies for the Future

Beispiel
Labels can be a way to generate additional value added, but care has to be given that all products correspond to the specific quality criteria (Source: www.almenland.at).
To survive within this strong field of competition of local products, it is very important for Alpine regions to find a regional or even national market niche to distinguish themselves from the cheap standard products from outside.

Thus, endogenous resources present a promising potential for the future because they offer a high value in terms of their ecological quality and cultural characteristics.

The unique selling proposition is a special marketing concept in which each advertisement makes a proposition to the customer: "buy this product, and you will get this specific benefit". When creating a label, it is important to pay attention that the products correspond with the quality criteria in order to guarantee the reliability of the product label. Furthermore it is then necessary to be very careful not to overlay different quality product labels and to follow the national and international (e.g. EU) rules.

In order to identify the regional unique selling points in Alpine regions, it is important to develop a common understanding of the regional system and to analyse future trends and external forces which influence alpine regions with its trend setting. Hence, communication platforms and networks on different spatial levels as discussed in the frameworks chapter of this tutorial are essential.

Further Readings & Links

BÄTZING (1998)
Regional economic ties in the Alpine area: balance between autarchy and globalisation.

Recommendations

Therefore, the CIPRA expert team has made the following recommendations:

  • Regions should pursue long-term strategies which make full use of the potential available locally. With the transfer of interdisciplinary know-how and supraregional co-operation those involved should be able to develop models tailored to their region.
  • Act locally; think globally! Alpine regions should look ahead and combine the requirements of the market outside the Alps with economic structures and social strategies within the Alps.
  • Promote the development of high-quality, low-resource services such as green tourism or the management of natural hazards such as landslides and avalanches.
  • Encourage the development of unique products and services that are specific to the Alps ("Alpine USPs"); ensure that they are identified as regional brands using dedicated labels and that they are specifically marketed as such.
  • The long-term success of model projects depends greatly on strong leaders who know the market and are capable of managing a complex project. The establishment of a Masters course for the development of the Alpine region could boost the competence of key players. This particular recommendation by the experts ties in with CIPRA’s demand for "capacity building". To broaden the competence of managers and participants in the projects, CIPRA is supporting a wide range of measures aimed at further education and advanced training.
Beispiel
Hiking - a way of sustainable tourism - should be promoted (Source: M. KROPAC).
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