Chasing the Dragon – Thought leadership paper

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By Jasha Bowe, Research Associate, Ehrenberg-Bass Institute, and Justin Cohen, Research Fellow, Ehrenberg-Bass Institute

South Australia punches well above its weight when it comes to delivering world-class food and wine to international markets. It is also home to some of Australia’s iconic tourism destinations and outstanding learning institutions. We have a great deal to offer. However, as SA prepares for the coming loss of vehicle manufacturer Holden and the prospect of further offshoring in Australia, we can do more to maximise the value of our natural beauty, the productivity of our soils and our world-class education capabilities. We should be playing the long game and build on our existing strengths to deliver significant economic growth and job opportunities well into the future. To do this, we must take a more integrated approach to our international promotion mechanisms and draw on fundamental marketing principles to increase the summative value of our tourism, education and export industries. Most importantly, we must work together.

Get it here – http://www.ami.org.au/ChasingtheDragon

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