Innovation and environmental profiling as antecedents of corporate image : cruise ships as contribution to corporate profiling

Abstract

Purpose: It is possible for a company to make various tactical choices in order to achieve the desired positioning of the brand name in a market. Two such tactical choices are to develop an environmental profile, and/or to pursue innovative design. This study will look at how a shipping company, „The Fjords“, has strengthened its brand profile through investments in new and environment-friendly technology using innovative design. Design/Methodology/Approach: Based on a survey where 573 international tourists answered questions regarding their perception of the vessels and the corporate image, the study shows that development of new and environmentally friendlier vessels may accordingly be a means towards enhanced value creation for the company. Findings: The study clearly indicates a significant improvement of the corporate image among tourist travelling on a vessel that is an innovative design with a green environmental profile compared to the views of tourists using traditional ferries. Practical Implications: The research results can be used by „The Fjords“ to create their future policy. Originality/Value: Original research based on traditional empirical methodologies.