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

Brem A, Sherif MH, Katzenstein L, Voigt KI, Lammer DM (2011)


Publication Language: English

Publication Type: Book chapter / Article in edited volumes

Publication year: 2011

Publisher: Springer

Edited Volumes: Strategies and Communications for Innovations: An Integrative Management View for Companies and Networks

City/Town: Heidelberg

Book Volume: 1

Pages Range: 193-208

ISBN: 978-3642172229

DOI: 10.1007/978-3-642-17223-6_14

Abstract

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.

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How to cite

APA:

Brem, A., Sherif, M.H., Katzenstein, L., Voigt, K.-I., & Lammer, D.M. (2011). Research and Development, Innovation and Marketing: How to Convince Internal and External Stakeholders of Technological Innovations. In Hülsmann M., Pfeffermann N. (Eds.), Strategies and Communications for Innovations: An Integrative Management View for Companies and Networks. (pp. 193-208). Heidelberg: Springer.

MLA:

Brem, Alexander, et al. "Research and Development, Innovation and Marketing: How to Convince Internal and External Stakeholders of Technological Innovations." Strategies and Communications for Innovations: An Integrative Management View for Companies and Networks. Ed. Hülsmann M., Pfeffermann N., Heidelberg: Springer, 2011. 193-208.

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