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The Scent of Innovation: Towards an Integrated Management Concept for Visual and Scent Communication of Innovation

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Abstract

Can a combination of visual and scent communication be applied to communicate innovations, innovative issues or innovative capability on an organizational and collaborative network level? If so, can it positively influence a stakeholder’s adoption processes? And how can organizations or innovation networks integrate visual and scent communication in a management concept for innovation communication? The purpose of this book chapter is (1) to describe an integrated management concept of innovation communication (ICOM) including an ICOM toolbox and (2) to review literature and empirical studies on the effects of visual and scent communication, primarily published to date by scientists in marketing, in order to theoretically deduce implications for ICOM and integrate visual and scent communication as a separate strategic tool, named sensory communication, in the ICOM toolbox. Hence, this book chapter aims at answering the posed questions and is structured as follows: After the introduction, a developed ICOM management concept and a toolbox of strategic and operational tools for ICOM are presented. Subsequently, theoretically-driven implications for ICOM are provided based on a review of literature on visual and scent communication in sensory marketing. From a practical-oriented perspective, this book chapter also delineates examples and discusses the implementation of visual and scent communication of innovations in ICOM management. Finally, main conceptual findings and thoughts on future research agendas will be outlined.

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  1. NP Pfeffermann Consulting, Benquestr. 49, 28209, Bremen, Germany

    Nicole Pfeffermann

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  1. School of Engineering and Science, Systems Management, Internat. Logistics, Jacobs University Bremen, Campus Ring 1, Bremen, 28759, Germany

    Michael Hülsmann

  2. School of Engineering and Science, Systems Management, Internat. Logistics, Jacobs University Bremen, Campus Ring 1, Bremen, 28759, Germany

    Nicole Pfeffermann

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Pfeffermann, N. (2011). The Scent of Innovation: Towards an Integrated Management Concept for Visual and Scent Communication of Innovation. In: Hülsmann, M., Pfeffermann, N. (eds) Strategies and Communications for Innovations. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-17223-6_12

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