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Strategy and Communication for Innovation

  • Nicole Pfeffermann
  • Tim Minshall
  • Letizia Mortara

Table of contents

  1. Front Matter
    Pages i-xvii
  2. Strategic Perspectives on Innovation

  3. Communicative Perspectives on Innovation

  4. Integrated Perspectives on Innovation

  5. Best Practices and Case Examples

  6. Back Matter
    Pages 451-465

About this book

Introduction

Communication has become a critical factor underpinning successful innovation. As a new communication field, innovation communication facilitates the successful launches of new products and services, the establishment of stakeholder relationships, and the strengthening of corporate reputation in the long-run. Consequently, firms today need to develop a strong portfolio of communication tools as an integral part of their strategic innovation management activities. This new edition concentrates on emerging approaches and methods for integrating communication as part of strategic innovation management. A key theme is the provision of an integrated perspective to bridge the gap between innovation management and communication management at both strategic and operational levels. This book makes an important contribution to this evolving academic domain by providing multiple perspectives on the latest research on innovation communication and strategic open innovation. It also provides guidance for managers seeking to understand the diverse ways by which they can leverage communication to support successful innovation.

"The ability to innovate - i.e. successfully introduce new products and services to the market - is a key success factor that underpins the profitability and competitive advantage of firms. [...] From a strategic management perspective, communication represents a critical skill needed to explore and create the diverse routes for the commercialization of ideas across functions, organizations and industries. [...] This book presents an update on the state-of-the art theoretical and practical understanding of this field, building upon the initial steps developed in the first edition.

This new volume bridges the gap between innovation management and communication management to reveal multiple perspectives on strategic innovation."

 

Ellen Enkel

Head of Dr. Manfred Bischoff Institute for Innovation of EADS Zeppelin University

 

Keywords

Communication Field Management Corporate Reputation Management Dynamic Innovations ICOM Capability Approach Innovation Marketing Innovation Readiness Network Communications Open Innovation Profile Network Management RPC Market Approach

Editors and affiliations

  • Nicole Pfeffermann
    • 1
  • Tim Minshall
    • 2
  • Letizia Mortara
    • 3
  1. 1.ISEIC Consulting UGBremenGermany
  2. 2.University of CambridgeCambridgeUnited Kingdom
  3. 3.University of CambridgeCambridgeUnited Kingdom

Bibliographic information

  • DOI https://doi.org/10.1007/978-3-642-41479-4
  • Copyright Information Springer-Verlag Berlin Heidelberg 2013
  • Publisher Name Springer, Berlin, Heidelberg
  • eBook Packages Business and Economics
  • Print ISBN 978-3-642-41478-7
  • Online ISBN 978-3-642-41479-4
  • Buy this book on publisher's site