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Social Inclusion and S hared Value Creation Hotel Barcelona Princess 4*

Social Inclusion and S hared Value Creation Hotel Barcelona Princess 4*. Mireia Guix TSI Turisme Sant Ignasi - Universitat Ramon Llull mireia.guix@tsi.url.edu. Barcelona Princess - The story.

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Social Inclusion and S hared Value Creation Hotel Barcelona Princess 4*

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  1. Social Inclusion and Shared Value Creation Hotel Barcelona Princess 4* MireiaGuix TSI TurismeSantIgnasi- Universitat Ramon Llull mireia.guix@tsi.url.edu RTD8 Conference 2014 - Mireia Guix - mireia.guix@tsi.url.edu

  2. Barcelona Princess - The story RTD8 Conference 2014 –Manchester Mireia Guix - mireia.guix@tsi.url.edu

  3. Actions: Re-conceiving products &markets: innovate developing products to meet the potential market needs • Local communities • Risk of social exclusion • ‘Incorpora’ Program • KM0 • Local supply chain management • Local workers Socio-Cultural Economic Environmental • EMAS EU Eco-Management and Audit Scheme RTD8 Conference 2014 - Mireia Guix - mireia.guix@tsi.url.edu

  4. “Decent work is the first step in the fight against exclusion, poverty and marginalization” RTD8 Conference 2014 - Mireia Guix - mireia.guix@tsi.url.edu

  5. Incorpora –Hotel Princess Results & Challenges • Reasons: • Focused on quantity not quality  short previous process • Not enough/adapted training  lack of adaptation • Short previous process: training, internships, assistant support, in-hotel training RTD8 Conference 2014 - Mireia Guix - mireia.guix@tsi.url.edu

  6. Actions: Develop supportive cluster at company location • Barcelona Forum District: NGO, 2011 • Aim: bringing together companies and institutions of the Barcelona Forum area, ​​that share common values​​ • Participants: SOCIAL RESPONSIBILITY ENVIRONMENTAL COMMITMENT CULTURAL DEVELOPMENT RTD8 Conference 2014 - Mireia Guix - mireia.guix@tsi.url.edu

  7. Action: Reimagining value chains and redefining productivity • Hotel Princess - Creating Shared Value 2014 • A dramatically different thinking with changes on daily basis internal actions: • establishing a culture by defining a clear social purpose • later publicize it internally and externally • embedding it in core processes as strategic planning and budgeting. • Value creation from the experience perspective • Co-creation with stakeholders RTD8 Conference 2014 - Mireia Guix - mireia.guix@tsi.url.edu

  8. Benefits Short-term: • Meaningful stories • Employee motivation, sense of pride & pertinence • Reduced turnover • Cost saving (environmental) and risk reduction • Product differentiation – Competitive advantage Long-term: • Value creation: Brand loyalty – customer relations • Develop brand reputation and image • Legitimization/ Licence to operate: responding to stakeholders’ requests RTD8 Conference 2014 - Mireia Guix - mireia.guix@tsi.url.edu

  9. Thank you for your attention Acknowledgements to Hotel Princess Managers and employees for their cooperation, transparency and valuable information. RTD8 Conference 2014 - Mireia Guix - mireia.guix@tsi.url.edu

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