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Innovation has mainly been associated with new product development and creation of new processes. This view has been changing, and now innovation can be related to any part of the value chain, whether developing new services, new business models, rethinking cooperation, revenue streams, distribution channels, or management styles. This new view of innovation applies to retailing as well as industry or service. It is, therefore, of increasing interest to gain a deeper insight into factors that have an impact on innovation performance. This research deals with two questions: "Is there a relationship between innovation culture and performance in innovation?" and "Is there a relationship between innovation culture and the front and back end of innovation performance?" The methodology is quantitative, in the form of a survey. The population of interest was firms in Iceland with more than 50 employees in manufacturing, retail and services. A total of 265 managers where contacted and the response rate was 74%. The findings show a strong relationship between innovation culture and innovation performance (r=0.56), which is the answer to question one and in line with earlier findings. A strong relationship is noted between innovation culture and the front end of innovation (r=0.68), and innovation culture and the back end of innovation (r=0.48), which is the answer to question two.

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Purpose-This study seeks to investigate the image that tourists visiting Iceland in the summer months have of Iceland as a tourist destination, and whether the positioning of Iceland, the Faroe Islands, and Greenland together as one area in tourist markets is possible or feasible. Design/methodology/approach-The paper presents the results of two surveys. The first survey (unstructured) measures the holistic image of Iceland with a qualitative methodology. The second survey (structured) measures the attribute image of Iceland in comparison with five other countriesi.e. Norway, Scotland, Greenland, Finland and the Faroe Islands-with a perceptual mapping technique. Findings-Results from the unstructured survey indicate that tourists have the strongest holistic image of Iceland as a scenic nature destination. Results from the structured survey indicate that tourists consider Iceland to be a safe place to visit, an opportunity for adventure, a friendly and hospitable destination, and a country of scenic and natural beauty. According to the results, Iceland, the Faroe Islands and Greenland seem to have a different image in tourists' minds. Research limitations/implications-The surveys only report the perception of tourists visiting Iceland. Practical implications-It is hoped that the paper will contribute to a better understanding of how to measure image and how to market (position) the North Atlantic Islands. Originality/value-The study shows the value that image can have in marketing island destinations and the importance for destinations in peripheral areas to cooperate in their marketing activities.