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Scenario-based Learning for Innovation Communication and Management

In: Evolution of Innovation Management

Author

Listed:
  • Nicole Pfefferman
  • Henning Breuer

Abstract

Imagination and communication are critical factors for innovation but also are potential bottlenecks. For organizations in telecommunication working with mid- and long-term investments in particular, insufficient information and persistence in mindsets can lead to fundamental threats. Like other high-investment infrastructure companies, telecommunications providers work on 5- to 10-year plans in major parts of their business. Long investment life cycles (10 years and more for infrastructures, 1 to 5 years for services) for high-volume investments in durable infrastructures like cables, satellites, and the energy provision to run them pair up with market driving power, even within related service fields. Being well-prepared for future developments is essential for all actors in the telecommunications industry. In spite of this fact, the telecom industry’s track record in anticipating future developments is poor. The next big thing has been regularly out of sight — not only regarding technological topics like ATM, ISDN, 3G, but especially for usability and user-driven developments like the World Wide Web, SMS, and Web 2.0. Oftentimes outdated mindsets and tunnel vision when imagining the future persist. Tunnel vision for imagination and fragmentation of communication systems may turn out to be bottlenecks for innovation.

Suggested Citation

  • Nicole Pfefferman & Henning Breuer, 2013. "Scenario-based Learning for Innovation Communication and Management," Palgrave Macmillan Books, in: Alexander Brem & Éric Viardot (ed.), Evolution of Innovation Management, chapter 5, pages 95-114, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-137-29999-4_5
    DOI: 10.1057/9781137299994_5
    as

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