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

In: Strategies and Communications for Innovations

Author

Listed:
  • Alexander Brem

    (Friedrich-Alexander Universität Erlangen-Nürnberg)

  • Mostafa Hashem Sherif

    (AT&T)

  • Liora Katzenstein

    (ISEMI – Israel School of Entrepreneurial Management and Innovation (Swinburne University of Technology, Australia))

  • Kai-Ingo Voigt

    (Friedrich-Alexander Universität Erlangen-Nürnberg)

  • Dominique Marcel Lammer

    (London School of Economics and Political Science)

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.

Suggested Citation

  • Alexander Brem & Mostafa Hashem Sherif & Liora Katzenstein & Kai-Ingo Voigt & Dominique Marcel Lammer, 2011. "Research and Development, Innovation and Marketing: How to Convince Internal and External Stakeholders of Technological Innovations," Springer Books, in: Michael Hülsmann & Nicole Pfeffermann (ed.), Strategies and Communications for Innovations, chapter 0, pages 193-208, Springer.
    • Handle: RePEc:spr:sprchp:978-3-642-17223-6_14
    DOI: 10.1007/978-3-642-17223-6_14
    as

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