Strategies and Communications for Innovations

1. Front Matter

   Pages i-xxx

   PDF

2. Strategic Perspectives on Innovation

   1. Front Matter

      Pages 1-1

      PDF

   2. Challenges, Approaches, and Strategic Aspects of Innovation

      • Michael Hülsmann, Nicole Pfeffermann

      Pages 3-10

   3. Strategic Open Innovation: Basics, Actors, Tools and Tensions

      • Kathrin M. Möslein, Bastian Bansemir

      Pages 11-23

   4. Challenges and Visual Solutions for Strategic Business Model Innovation

      • Martin J. Eppler, Friederike Hoffmann

      Pages 25-36

   5. Cognitive Diversity of Top Management Teams as a Competence-Based Driver of Innovation Capability: How to Decode Its Contribution Comprehensively

      • Michael Hülsmann, Meike Tilebein, Philip Cordes, Vera Stolarski

      Pages 37-50

   6. Developing a Technology Intelligence Strategy to Access Knowledge of Innovation Clusters

      • Rani J. Dang, Letizia Mortara, Ruth Thomson, Tim Minshall

      Pages 51-71

   7. Social Innovation and Interactive Value Creation as Strategic Demand for Management

      • Ralf Kopp

      Pages 73-93

3. Communicative Perspectives on Innovation

   1. Front Matter

      Pages 95-95

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   2. Communication of Innovation: Marketing, Diffusion, and Frameworks

      • Nicole Pfeffermann, Michael Hülsmann

      Pages 97-104

   3. Innovation Marketing: An Introduction

      • Fee Steinhoff, Volker Trommsdorff

      Pages 105-116

   4. The Role of Word of Mouth in the Diffusion of Innovation

      • Tim Mazzarol

      Pages 117-131

   5. An Integrated Approach to Communications in the Open Innovation Process

      • Manfred Bruhn, Grit Mareike Ahlers

      Pages 133-152

   6. Managing Emotions Matters: A Balanced Framework for Communicating Innovations in Companies

      • Claudia Mast

      Pages 153-162

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

      • Nicole Pfeffermann

      Pages 163-181

4. Integrated Perspectives on Innovation

   1. Front Matter

      Pages 183-183

      PDF

   2. The Linkage Between Strategy and Communication for Innovation

      • Nicole Pfeffermann, Michael Hülsmann

      Pages 185-192

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

      • Alexander Brem, Mostafa Hashem Sherif, Liora Katzenstein, Kai-Ingo Voigt, Dominique Marcel Lammer

      Pages 193-208

   4. A Relational Communication Strategy for Successful Collaborative Innovation in Business-to-Business Markets

      • Bill Donaldson, Thomas O’Toole, Mary Holden

      Pages 209-228

   5. Strategic Planning for Communication of Innovation: Crowdsourcing as Social Capital

      • Sherry Devereaux Ferguson

      Pages 229-242

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 intra- and inter-organizational level. Moreover, communication of innovation is one essential impact factor of innovation success due to successful launches of innovations into markets, establishment of stakeholder relationships, and strengthened corporate reputation in the long-run. Consequently, the portfolio of communication activities for innovations has to be mastered by a company or collaborative network equal to the innovation portfolio. Thus, management of innovation and innovation communication on a strategic level play an important role in business nowadays. This new book concentrates on new approaches and methods for strategies and communications for innovations. As one part of the book, integrated perspectives on strategy and communication for innovation intend to bridge the gap between innovation management and communication management. This new book shall contribute to management science and answer current question in business. It provides cutting-edge information and offers a knowledge source for researchers, students, and business representatives who design, implement and manage innovation and innovation communication / marketing of innovation.

• Communication Field Management
• Corporate Reputation Management
• Dynamic Innovations
• ICOM Capability Approach
• Innovation Marketing
• Innovation Portfolio Management
• Innovation Readiness
• Issues Management
• Network Communications
• Open Innovation
• Profile Network Management
• RPC Market Approach
• Engineering Economics

• School of Engineering and Science, Systems Management, Internat. Logistics, Jacobs University Bremen, Bremen, Germany

  Michael Hülsmann, Nicole Pfeffermann

Prof. Dr. Michael Hülsmann is Associate Professor of Systems Management. In March 2009 he took over the ‘Systems Management’ field of studies at the School of Engineering and Science at Jacobs University Bremen. He focuses on Strategic Management of Logistics Systems. Prof. Hülsmann teaches and does research mainly in the fields of competence and technology based positioning, accomplishing of technological change in value-adding networks and setting-up of inter-organizational coordination mechanisms.

Nicole Pfeffermann is a Research Fellow at Jacobs University Bremen, ‘Systems Management’. Her research interests cover strategic management/entrepreneurship and organizational communication focusing on innovation communication (dynamic ICOM capability). Since March 2009 she is also a management consultant at NP Pfeffermann Consulting. Nicole Pfeffermann studied Business Economics at the University of Wuppertal. During and after her studies she gained international work experience as a consultant in brand management for global companies and as a coach for IT and management seminars.

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