Innovation and recycling!

Over the past few years we have heard plenty of buzzwords which express our strategy to develop our tourism product, words such as: sustainability, niche, unique value proposition and clustering. These are words which promise to give a fresh outlook to our tired and now well used itinerary which we have used for the past 40 (if not 80!) years.

But when we look at this product today, all we see are clear signs of stereotyping and copying - it is almost as if we are, in fact, giving this product the Mcdonald effect: developing ideas which are copied in various ways. The best example of this type of stereotyping I can think of is the "innovation" process which is adopted in menu planning throughout the catering sector.

I have heard of instances when five star properties are proactive enough to invest in staff who have a wide experience of international cuisine and culinary skills; they develop a number of new and original dishes and menus to create an interest in their outlets. Once the competition take note of this interest they are quick to react - their reaction, however, is not to create a parallel product, thereby diversifying the national product base but more often than not it means they copy the menu offered by the five star property and undercut the original source of the idea.

This is not innovation, this is simply recycling an idea. By recycling we are not broadening our product development we are closing in on our own small markets, stifling any initiative and creating the ideal environment for an implosion of any potential attractions and innovations.

By recycling existing products and adopting them as our own, all we are doing is creating a market which, rather than enjoying the full benefits of a free market, is ending up by devouring its own innovator. Whoever believes that by stealing ideas from competitors one is being innovative, let they be warned: Your forward planning is short term, you are destined to become a statistic in the history books, a statistic without the goodwill, credibility and recognition of the market!

On an island as small and tightly knit as Malta (and Gozo), we cannot afford these unethical "back stabbing" and cutthroat strategies of so-called business persons. What this country needs, more than anything, is to take a new look at innovation processes; identify core strengths; build on natural and existing resources and develop products that create a sense of diversity. If everyone believed that a particular business is feasible, then one should not create a clone of the prototype project but, rather, adapt the idea and present a product which is original, indigenous and varied.

The concept of product development has thrived for far too long on the principles of recycling; with the growing international competition we can no longer afford to do things the easy way; we cannot cut corners and simply photocopy each idea - wherever it comes from. We need to think professionally if we are to be considered a credible destination.

Jzar1@onvol.net