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The Role of Social Capital, Strategic Networking and Word of Mouth Communication in the Commercialisation of Innovation

In: Strategy and Communication for Innovation

Author

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  • Tim Mazzarol

    (The University of Western Australia)

Abstract

Commercialisation is the end point of the innovation management process. It needs to be recognised as being as much a social process as an economic one. Critical to the success of commercialisation is social capital, which is a nebulous and ill-defined concept, but one that has not been given sufficient recognition within the mainstream literature relating to the commercialisation of innovation. Connected with this is the role of word of mouth (WOM) communication that serves as a means of transferring information about new products and services throughout a market. This chapter examines the nature of social capital and WOM within the context of commercialisation. It argues that both have not been given sufficient attention in the role they play in the commercialisation process.

Suggested Citation

  • Tim Mazzarol, 2013. "The Role of Social Capital, Strategic Networking and Word of Mouth Communication in the Commercialisation of Innovation," Springer Books, in: Nicole Pfeffermann & Tim Minshall & Letizia Mortara (ed.), Strategy and Communication for Innovation, edition 2, chapter 0, pages 173-193, Springer.
    • Handle: RePEc:spr:sprchp:978-3-642-41479-4_11
    DOI: 10.1007/978-3-642-41479-4_11
    as

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