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

Beitrag in einem Sammelwerk
(Buchkapitel)


Details zur Publikation

Autor(en): Brem A, Sherif MH, Katzenstein L, Voigt KI, Lammer DM
Herausgeber: Hülsmann M., Pfeffermann N.
Titel Sammelwerk: Strategies and Communications for Innovations: An Integrative Management View for Companies and Networks
Verlag: Springer
Verlagsort: Heidelberg
Jahr der Veröffentlichung: 2011
Band: 1
Seitenbereich: 193-208
ISBN: 978-3642172229
Sprache: Englisch


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.


FAU-Autoren / FAU-Herausgeber

Voigt, Kai-Ingo Prof. Dr.
Lehrstuhl für Betriebswirtschaftslehre, insbesondere Industrielles Management


Zitierweisen

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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Zuletzt aktualisiert 2018-09-11 um 13:08