Transforming learning and visitor participation as a basis for developing new business opportunities in an outlying municipality: Case study of Hjørring Municipality and Børglum Monastery, Denmark

The aim of the paper is to show how teachers, students, and businesses can develop business opportunities in cooperation with each other, and to show which problems both ethical and practical might arise due to different aims in the group of users.
Starting point is the Christmas television calendar by TV2 (Danish television) for 2011. This calendar was shown every day from 1st till 24th December for half an hour on TV, playing at Børglum Monastery. The monastery is a private museum and farm, depending heavily on tourism, as do many of the family attractions, museums, and small businesses in Northern Jutland.
The theoretical background for the case is to be found in a design model, the three domains model developed recently by Peter Vistisen. The three domains being business, people, and technology, combined and intertwined in a holistic perspective on how different knowledge domains correlate in the process of creating user-centered innovation, which are sustainable in a business context. Through a hermeneutical perspective, the 3-D model suggest that user-centered innovation must come from the unified overlap between the economic perspective of business, the rationalistic perspective of technology, and the humanistic perspective of user-centered design.
The model acts as the articles main framework for discussing the barriers, which exist in praxis’s where multiple companies, and organizations have significant differences in their dominating rationale. Furthermore the model describes how a holistic perspective on the problem domains can overcome these barriers.