DMO Roles and Structure
The continual stream of great products and services from highly visionary companies stems from them being outstanding organizations, not the other way around (Collins & Porras 1997: 31).
Ultimately, the role of a DMO must be to enhance the long term competitiveness of the destination. In terms of being organised for this quest it is worthwhile considering whether good strategy emerges from an effective organisational structure, or whether organisations should be structured to implement an innovative strategy. After all, being organised will increasingly be the basis for gaining competitive advantage in the future (Galbraith & Lawler 1993). The management literature is divided on the issue ...