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

Research output: Chapter in Book/Report/Conference proceedingBook chapterResearchpeer-review

Abstract

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.
Original languageEnglish
Title of host publicationStrategies and Communications for Innovations : An Integrative Management View for Companies and Networks
EditorsM. Hülsmann, N. Pfeffermann
Place of PublicationHeidelberg
PublisherSpringer
Publication date2011
Pages193-208
ISBN (Print)978-3642172229
ISBN (Electronic)978-3-642-17223-6
DOIs
Publication statusPublished - 2011

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

Cite this

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. In M. Hülsmann, & N. Pfeffermann (Eds.), Strategies and Communications for Innovations: An Integrative Management View for Companies and Networks (pp. 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. editor / M. Hülsmann ; N. Pfeffermann. Heidelberg : Springer, 2011. pp. 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. in M Hülsmann & N Pfeffermann (eds), Strategies and Communications for Innovations: An Integrative Management View for Companies and Networks. Springer, Heidelberg, pp. 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. ed. / M. Hülsmann; N. Pfeffermann. Heidelberg : Springer, 2011. p. 193-208.

Research output: Chapter in Book/Report/Conference proceedingBook chapterResearchpeer-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. In Hülsmann M, Pfeffermann N, editors, Strategies and Communications for Innovations: An Integrative Management View for Companies and Networks. Heidelberg: Springer. 2011. p. 193-208 https://doi.org/10.1007/978-3-642-17223-6_14