![]() Para ello, se realizaron dos encuestas, una dirigida a visitantes (1047 cuestionarios válidos), y otra a la población española como comunidad anfitriona (1000 cuestionarios válidos). El presente artículo examina el papel del valor social en la gestión patrimonial y promoción turística a través del caso de la Cueva de Altamira como lugar Patrimonio de la Humanidad UNESCO mediante el análisis de las perspectivas de colectivos no expertos en la gestión del patrimonio. La dimensión social del valor se ha convertido en una piedra angular del debate sobre conservación, gestión y sostenibilidad turísticas en relación al patrimonio cultural. The study develops a contingency model where pioneers who challenge their current business model, may be outperformed by early followers who incorporate complementary management innovation (MI) initiatives into the BMI. Drawing on five exemplary cases of archaeological firms in Spain, this paper explores different innovation process dynamics. Greater understanding of the advantages of each strategic approach and their significance for innovation performance is critical for CIs where unpredictability and the accelerating pace of change pervade the decisions concerning innovation. ‘But the second mouse gets the cheese’ points at early followers who may have a more systematic, strategic approach towards innovation. The strategic principle of the pioneer's advantage rests on pre-emption – the premise that ‘the early bird gets the worm’ and this often applies to business model innovation (BMI). This paper discusses non-technological, organizational innovation of early-adopters, first movers and early followers in order to overcome persistent economic decline, and the implication of different strategies for innovation success. ![]() In the context of economic turmoil, firms in the creative industries (CIs) must make fast decisions as to when to break through with innovations.
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