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

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.