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The study uses an archetype and the market outcome resulting from the innovation strategies pursued to compare similarities and differences according to a firms\u2019 geographical location to identify innovative patterns in tourism firms.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Design\/methodology\/approach<\/jats:title><jats:p>\u2013 The study applies a multivariate analysis using a data set consisting of survey responses from 158 Portuguese firms.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Findings<\/jats:title><jats:p>\u2013 The findings indicate links between service, market structures and innovation strategies considering geographical agglomeration of firms in a small economy, and also different innovation trajectories and positions in the model.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Research limitations\/implications<\/jats:title><jats:p>\u2013 The results of this study are generalizable to a dynamic industry context of tourism firms operating in a small open economy, such as Portugal.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Practical implications<\/jats:title><jats:p>\u2013 The results suggest that managers need to attend to intangible resources, such as marketing and human resources and their links with innovation and performance, particularly in the case of service firms.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Originality\/value<\/jats:title><jats:p>\u2013 The paper highlights the role of intangible resources, especially marketing and human resources, in tourism firms. Geographical location also influences the firm\u2019s strategy and results.<\/jats:p><\/jats:sec>","DOI":"10.1108\/ijcthr-05-2013-0031","type":"journal-article","created":{"date-parts":[[2014,7,10]],"date-time":"2014-07-10T13:32:42Z","timestamp":1404999162000},"page":"153-172","source":"Crossref","is-referenced-by-count":15,"title":["Market structures, strategy and innovation in tourism sector"],"prefix":"10.1108","volume":"8","author":[{"given":"Luisa Margarida Cagica","family":"Carvalho","sequence":"first","affiliation":[]},{"given":"Soumodip","family":"Sarkar","sequence":"additional","affiliation":[]}],"member":"140","reference":[{"key":"key2020123103013399400_b1","unstructured":"Abreu, M. , Grivevich, V. , Kitson, M. and Savona, M. (2009), \u201cPolicies to enhance the hidden innovation in service: evidences and lessons from the UK\u201d, Service Industry Journal , Vol. 30 No. 1, pp. 1-23."},{"key":"key2020123103013399400_b2","doi-asserted-by":"crossref","unstructured":"Arrow, K. 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