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WORKSHOP PROCEEDINGS
Tourism & creative industry . Valencia, July, 11&12th, 2013
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We can conclude that the innovative chefs belong basically to those chefs
serving classical and Haute Cuisine (in 92,1 % of the cases). For them
innovation is part of their basic business strategy, its outcome is normally
documented in technical notes, recipes or photographs. Its costs are accounted
for and the perceived economic impact is positive though innovation costs are
apparently seen as a barrier to innovation. Chef ’s leadership is the basic
facilitator of innovation alongside the support of their main customers and
an inspiration to differentiate themselves from the competitors. Innovating
chefs consider and develop their own brand management as a fundamental
marketing activity.
Conclusions
The results of the field study: analysis of the survey results and of the interviews
carried out among the selected chefs’ help us to understand the innovation
patterns of innovative chefs, their drivers, motivation, facilitators etc. and