Strategy and Communication for Innovation
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
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ategy and Communication for Innovation Second Edition
Strategy and Communication for Innovation
Nicole Pfeffermann Tim Minshall Letizia Mortara •
Editors
Strategy and Communication for Innovation Second Edition
123
Editors Nicole Pfeffermann ISEIC Consulting UG Bremen Germany
Tim Minshall Letizia Mortara University of Cambridge Cambridge UK
ISBN 978-3-642-41478-7 ISBN 978-3-642-41479-4 DOI 10.1007/978-3-642-41479-4 Springer Heidelberg New York Dordrecht London
(eBook)
Library of Congress Control Number: 2013957556 Springer-Verlag Berlin Heidelberg 2013 This work is subject to copyright. All rights are reserved by the Publisher, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilms or in any other physical way, and transmission or information storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar methodology now known or hereafter developed. Exempted from this legal reservation are brief excerpts in connection with reviews or scholarly analysis or material supplied specifically for the purpose of being entered and executed on a computer system, for exclusive use by the purchaser of the work. Duplication of this publication or parts thereof is permitted only under the provisions of the Copyright Law of the Publisher’s location, in its current version, and permission for use must always be obtained from Springer. Permissions for use may be obtained through RightsLink at the Copyright Clearance Center. Violations are liable to prosecution under the respective Copyright Law. The use of general descriptive names, registered names, trademarks, service marks, 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. While the advice and information in this book are believed to be true and accurate at the date of publication, neither the authors nor the editors nor the publisher can accept any legal responsibility for any errors or omissions that may be made. The publisher makes no warranty, express or implied, with respect to the material contained herein. Printed on acid-free paper Springer is part of Springer Science+Business Media (www.springer.com)
Foreword
The most effective way to cope with change is to help to create it. I. W. Lynett
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. Innovation management thus needs to be considered as a core organisational capability for all growth oriented firms. In recent years, due to pressure for higher rates of innovation and the widespread diffusion of new technologies, innovation management has gained increasing importance for all firms. However, whereas in the past innovation was mostly driven through internal Research &
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