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The Linkage Between Strategy and Communication for Innovation

In: Strategies and Communications for Innovations

Author

Listed:
  • Nicole Pfeffermann

    (Jacobs University Bremen)

  • Michael Hülsmann

    (Jacobs University Bremen)

Abstract

Innovation has become an essential factor for companies of all sizes to survive and perform in the long-run. In particular in the competitive, dynamic environment of today’s worldwide business, an organization’s innovative capability and successfully launched innovations can represent a means for competitive advantage (e.g., Hitt et al. 2005; Trommsdorff and Steinhoff 2007). Besides the focus on innovation in an enterprise’s strategy and the evolving resources, capabilities, and core competences required in order to be innovative, a prerequisite for the desired outcomes of strategic competitiveness and above-average returns are effective strategic actions, which are embedded in the strategic management process (Hitt et al. 2005). Hence, strategy formulation and implementation are crucial for a firm’s long-term success. In this context, organizational communication can support strategy formulation through interactions with stakeholders, for instance, receiving feedback regarding market expectations (e.g., Argenti 2007; Cornelissen 2008).

Suggested Citation

  • Nicole Pfeffermann & Michael Hülsmann, 2011. "The Linkage Between Strategy and Communication for Innovation," Springer Books, in: Michael Hülsmann & Nicole Pfeffermann (ed.), Strategies and Communications for Innovations, chapter 0, pages 185-192, Springer.
    • Handle: RePEc:spr:sprchp:978-3-642-17223-6_13
    DOI: 10.1007/978-3-642-17223-6_13
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    Cited by:

    1. Asef Karimi & Haniye Rezaei & Morteza Akbari & Pantea Foroudi, 2021. "The concept of innovation network: an application of the meta-synthesis approach," Journal of Global Entrepreneurship Research, Springer;UNESCO Chair in Entrepreneurship, vol. 11(1), pages 399-419, December.

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