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Innovationskommunikation: Hintergrund und Aufgaben

In: Toolbox Innovationskommunikation

Author

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  • Florian Hohenauer

Abstract

Zusammenfassung Das Tempo, mit dem wir Menschen Innovationen schaffen, beschleunigt sich zusehends. Der Wandel bringt das Gefühl von Unsicherheit mit sich, und Unsicherheit kann zu Angst und zur Abwehr des Neuen führen. Allein deshalb sollte jede Innovation durch eine starke Kommunikation begleitet werden. Kommunikation überwindet Hürden, kann der Innovation zum Erfolg verhelfen. Außerdem ist sie im Unternehmenskontext wichtiger strategischer Partner der Geschäftsführung. Sie kann die Marktdurchdringung disruptiver Innovation beschleunigen und etablierten Unternehmen helfen, Disruption durch eigene Innovationsinitiativen abzuwehren. Innovationskommunikator:innen unterstützen das Management zudem dabei, die Auswirkungen der Innovation auf die Gesellschaft mitzudenken und verantwortungsvolle Lösungen bereitzustellen.

Suggested Citation

  • Florian Hohenauer, 2023. "Innovationskommunikation: Hintergrund und Aufgaben," Springer Books, in: Toolbox Innovationskommunikation, chapter 1, pages 1-30, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-43210-2_1
    DOI: 10.1007/978-3-658-43210-2_1
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