Strategies and Communications for Innovations An Integrative Managem
The innovation economy sets new standards for global business and requires efficient innovation management to plan, execute and evaluate innovation activities, establish innovative capability and coordinate resources and capacities for innovation on an in
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Michael Hu¨lsmann
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Nicole Pfeffermann
Editors
Strategies and Communications for Innovations An Integrative Management View for Companies and Networks
Editors Prof. Dr. Michael Hu¨lsmann Systems Management International Logistics School of Engineering and Science Jacobs University Bremen Campus Ring 1 28759 Bremen Germany [email protected]
Dipl. Oec. Nicole Pfeffermann Systems Management International Logistics School of Engineering and Science Jacobs University Bremen Campus Ring 1 28759 Bremen Germany [email protected]
ISBN 978-3-642-17222-9 e-ISBN 978-3-642-17223-6 DOI 10.1007/978-3-642-17223-6 Springer Heidelberg Dordrecht London New York Library of Congress Control Number: 2011922054 # Springer-Verlag Berlin Heidelberg 2011 This work is subject to copyright. All rights are reserved, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilm or in any other way, and storage in data banks. Duplication of this publication or parts thereof is permitted only under the provisions of the German Copyright Law of September 9, 1965, in its current version, and permission for use must always be obtained from Springer. Violations are liable to prosecution under the German Copyright Law. The use of general descriptive names, registered names, trademarks, etc. in this publication does not imply, even in the absence of a specific statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use. Cover design: eStudio Calamar S.L. Printed on acid-free paper Springer is part of Springer ScienceþBusiness Media (www.springer.com)
Introduction
The Purpose of This Book Management’s job is to see the company not as it is . . . but as it can become. John W. Teets (1933 – )
Scenarios represent one way to communicate future directions and can foster awareness of new ways for business development (e.g., Hill and Jones 2008; Lindgren and Bandhold 2009; Ringland 2006). However, global business today is more complex, dynamic and decentralized than ever. Strategic management in particular has to deal with the effects of globalization such as required downsizing, mergers, world-wide collaborative arrangements, inter-cultural communication networks, new forms of communication, and innovation in rapidly changing environments (e.g., Ayoko et al. 2004; Babcock and Babcock 2001; de Wit and Meyer 2005; Hitt et al. 2005; Lynch 2009; Prandelli et al. 2008). There is less room for failure in strategic decision-making, considering for instance the effects of corporate scandals that capture print and online attention very quickly. As a result, interest has been raised in communicating corporate issues (e.g., Cornelissen 2008; Ingenhoff and Ro¨ttger 2008; Oliver and Adams 2010), scenarios for business development in complex environments (e.g., Kosow and Gaßner 2008; Lindgren and Bandhold 2009), innovations and the organization
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