Research and Development, Innovation and Marketing: How to Convince Internal and External Stakeholders of Technological Innovations

  • Alexander BremEmail author
  • Mostafa Hashem Sherif
  • Liora Katzenstein
  • Kai-Ingo Voigt
  • Dominique Marcel Lammer


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.


Knowledge Management Innovation Process Open Innovation Short Messaging Service External Stakeholder 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


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Copyright information

© Springer-Verlag Berlin Heidelberg 2011

Authors and Affiliations

  • Alexander Brem
    • 1
    Email author
  • Mostafa Hashem Sherif
    • 2
  • Liora Katzenstein
    • 3
  • Kai-Ingo Voigt
    • 4
  • Dominique Marcel Lammer
    • 5
  1. 1.Lehrstuhl für IndustriebetriebslehreFriedrich-Alexander Universität Erlangen-NürnbergNürnbergGermany
  2. 2.AT&TMiddletownUSA
  3. 3.ISEMI – Israel School of Entrepreneurial Management and Innovation (Swinburne University of Technology, Australia)Tel-AvivIsrael
  4. 4.School of Business and EconomicsFriedrich-Alexander Universität Erlangen-NürnbergNürnbergGermany
  5. 5.London School of Economics and Political ScienceLondonUK

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