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Integrated Communication in the Innovation Process: An Approach to Integrated Innovation Communication

In: Strategy and Communication for Innovation

Author

Listed:
  • Manfred Bruhn

    (University of Basel)

  • Grit Mareike Ahlers

    (University of Basel)

Abstract

As innovation processes become accessible to consumers and other interested public parties in the sense of Open Innovation, Innovation Communication faces new challenges. The interface existing between internal and external commercial interests must be systematically coordinated in order to ensure that the development process is efficient and effective and that the developed innovation is successfully implemented on the market. Innovation communication plays a key role here in securing that the points liaising internal and external interests are integrated over the length of the innovation process. This is a complex task and involves coordinating communication objectives and publicity, integrating communication instruments and, not least of all, aligning the numerous target groups—from the research specialists in R&D to the Internet bloggers. The present chapter uses impulses stemming from integrated communication to develop a phase-oriented concept for integrated innovation communication that is capable of guaranteeing a systematic coordination of the interfaces involved and providing a central support in promoting a satisfactory outcome for the innovation process.

Suggested Citation

  • Manfred Bruhn & Grit Mareike Ahlers, 2013. "Integrated Communication in the Innovation Process: An Approach to Integrated Innovation Communication," Springer Books, in: Nicole Pfeffermann & Tim Minshall & Letizia Mortara (ed.), Strategy and Communication for Innovation, edition 2, chapter 0, pages 139-160, Springer.
    • Handle: RePEc:spr:sprchp:978-3-642-41479-4_9
    DOI: 10.1007/978-3-642-41479-4_9
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    Cited by:

    1. Zbigniew Zontek, 2016. "The Role of Human Resources in Enhancing Innovation in Tourism Enterprises," Managing Global Transitions, University of Primorska, Faculty of Management Koper, vol. 14(1 (Spring), pages 55-73.
    2. Markus Erbach, 2016. "Facilitating Targeted Open Innovation by Applying Pragmatic Identity Matching," Journal of the Knowledge Economy, Springer;Portland International Center for Management of Engineering and Technology (PICMET), vol. 7(1), pages 104-125, March.

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