IDEAS home Printed from https://ideas.repec.org/h/spr/sprchp/978-3-642-41479-4_12.html
   My bibliography  Save this book chapter

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

In: Strategy and Communication for Innovation

Author

Listed:
  • Claudia Mast

    (Universität Hohenheim)

Abstract

Nowadays, innovations are crucial for nations, the progress of societies and the success of companies. But only if they are noticed and appreciated by people in their daily lives, employees, customers, experts, academics, journalists and other opinion leaders, they can be fully effective. Therefore, communication management has to take into consideration, that the advantages of innovations can be re-evaluated from different points of view—employees worrying about their jobs, companies struggling for sustaining their competitiveness or customers who mistrust products with the label “innovative”. It is the balance between facts and figures on the one hand, and emotions on the other, which is often neglected in internal and external corporate communication. The article presents a balanced framework for creating a communication strategy for innovations and discusses results of surveys from communication directors in the top 500 companies in Germany.

Suggested Citation

  • Claudia Mast, 2013. "Managing Emotions Matters: A Balanced Framework for Communicating Innovations in Companies," Springer Books, in: Nicole Pfeffermann & Tim Minshall & Letizia Mortara (ed.), Strategy and Communication for Innovation, edition 2, chapter 0, pages 195-204, Springer.
    • Handle: RePEc:spr:sprchp:978-3-642-41479-4_12
    DOI: 10.1007/978-3-642-41479-4_12
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:sprchp:978-3-642-41479-4_12. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.