Marcantonio Ruisi reflects on innovation as a driver of durable competitive advantage.
The key idea: lasting differentiation does not come from isolated initiatives, but from the ability to continuously generate and absorb innovation across a system.
Why it matters for tourism: destinations and tourism businesses operate in environments where expectations, technologies and competitive benchmarks keep changing.
The implication: innovation becomes strategic when it is treated as a long-term capability rather than a temporary project.
