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Navigator Tours – value chain innovation in a Maori tourism company - Building a profitable inbound tour operation

Spiller, Chellie(2009-01-01)


This case examines value chain innovation through the networks of a Maori tourism company. The network represents a weaving together into a value chain (kete) of various activities (flaxes) that are pulled together by hub firms. The ultimate service experienced by the tourist is woven from a range of individual suppliers that come together to each add more value than they could individually. By taking advantage of upstream and downstream inputs Navigator Tours has created a new business model maximising value creation while minimising costs. It constitutes an example of innovation at work in a cultural context.

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Case Description
Business Case Study NoUA-2009-004
Number of Pages10
CategoryContemporary narrative; Teaching case
Teaching NotesTeaching notes available
CompanyNavigator Tours Limited
Setting - CountryNew Zealand

SourceAuckland, NZ. Publisher: University of Auckland Business Case Centre. Pages: 1 - 11