Research & Development, Innovation and Marketing: Strategies for Internal and External Communication of Technological Innovations

Alexander Brem, Mostafa Hashem Sherif, Liora Katzenstein, Kai-Ingo Voigt, Dominique Marcel Lammer

Publikation: Kapitel i bog/rapport/konference-proceedingKapitel i bogForskningpeer review

Abstrakt

Innovations play an ever-increasing role in companies hoping to gain and sustain a competitive advantage. However, certain technological innovations are not always perceived as something desirable and are often problematic. One problem for managers is the resistance of different kinds of stakeholders, both internally and externally. But also new structures, such as multi-sector and open innovations, pose problems. The goal of this chapter is to provide managers with insights on how to successfully launch new innovations and overcome such resistance. The chapter is based on a special issue of the International Journal of Technology Marketing devoted to the subject.
OriginalsprogEngelsk
TitelStrategies and Communications for Innovations : An Integrative Management View for Companies and Networks
RedaktørerM. Hülsmann, N. Pfeffermann
UdgivelsesstedHeidelberg
ForlagSpringer
Publikationsdato2011
Sider193-208
ISBN (Trykt)978-3642172229
ISBN (Elektronisk)9783642172236
DOI
StatusUdgivet - 2011
Udgivet eksterntJa

Fingeraftryk

Dyk ned i forskningsemnerne om 'Research & Development, Innovation and Marketing: Strategies for Internal and External Communication of Technological Innovations'. Sammen danner de et unikt fingeraftryk.

Citationsformater