Research & Development, Innovation and Marketing

Strategies for Internal and External Communication of Technological Innovations

Alexander Brem, H. Sherif, L. Katzenstein, K.-I. Voigt, D. Lammer

Publikation: Bidrag til bog/antologi/rapport/konference-proceedingBidrag til bog/antologiForskningpeer review

Resumé

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
Udgivelses stedHeidelberg
ForlagSpringer
Publikationsdato2011
Sider193-208
ISBN (Trykt)978-3642172229
ISBN (Elektronisk)978-3-642-17223-6
DOI
StatusUdgivet - 2011

Fingeraftryk

Technological innovation
Marketing strategy
Innovation
Communication
Managers
Technology marketing
Competitive advantage
Stakeholders
Open innovation

Citer dette

Brem, A., Sherif, H., Katzenstein, L., Voigt, K-I., & Lammer, D. (2011). Research & Development, Innovation and Marketing: Strategies for Internal and External Communication of Technological Innovations. I M. Hülsmann, & N. Pfeffermann (red.), Strategies and Communications for Innovations: An Integrative Management View for Companies and Networks (s. 193-208). Heidelberg: Springer. https://doi.org/10.1007/978-3-642-17223-6_14
Brem, Alexander ; Sherif, H. ; Katzenstein, L. ; Voigt, K.-I. ; Lammer, D. / Research & Development, Innovation and Marketing : Strategies for Internal and External Communication of Technological Innovations. Strategies and Communications for Innovations: An Integrative Management View for Companies and Networks. red. / M. Hülsmann ; N. Pfeffermann. Heidelberg : Springer, 2011. s. 193-208
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Brem, A, Sherif, H, Katzenstein, L, Voigt, K-I & Lammer, D 2011, Research & Development, Innovation and Marketing: Strategies for Internal and External Communication of Technological Innovations. i M Hülsmann & N Pfeffermann (red), Strategies and Communications for Innovations: An Integrative Management View for Companies and Networks. Springer, Heidelberg, s. 193-208. https://doi.org/10.1007/978-3-642-17223-6_14

Research & Development, Innovation and Marketing : Strategies for Internal and External Communication of Technological Innovations. / Brem, Alexander; Sherif, H.; Katzenstein, L.; Voigt, K.-I.; Lammer, D.

Strategies and Communications for Innovations: An Integrative Management View for Companies and Networks. red. / M. Hülsmann; N. Pfeffermann. Heidelberg : Springer, 2011. s. 193-208.

Publikation: Bidrag til bog/antologi/rapport/konference-proceedingBidrag til bog/antologiForskningpeer review

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Brem A, Sherif H, Katzenstein L, Voigt K-I, Lammer D. Research & Development, Innovation and Marketing: Strategies for Internal and External Communication of Technological Innovations. I Hülsmann M, Pfeffermann N, red., Strategies and Communications for Innovations: An Integrative Management View for Companies and Networks. Heidelberg: Springer. 2011. s. 193-208 https://doi.org/10.1007/978-3-642-17223-6_14