SUCCESS FACTORS FOR STRATEGIC COMMUNICATION OF CORPORATE INNOVATIVENESS FOR FINANCIAL ANALYSTS

Kerstin Trautmann () and Ellen Enkel ()
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Kerstin Trautmann: Volkswagen AG, Group Research, Corporate Foresight, Berliner Ring 2, D-38440 Wolfsburg, Germany
Ellen Enkel: Dr. Manfred Bischoff Institute of Innovation Management of Airbus Group, Zeppelin University, Am Seemoser Horn 20, D-88045 Friedrichshafen, Germany

International Journal of Innovation Management (ijim), 2014, vol. 18, issue 01, 1-46

Abstract: Instead of profiting from an innovation premium at the capital market, many companies suffer from a gap between their actual innovativeness and its perception. Hence, this explorative study elaborates how to manage financial analysts' perception and valuation through strategic innovation communication. By following a holistic research design, six best practicing companies are examined by means of case studies in order to investigate how they successfully address analysts. Additionally, the perspective and information demands of 18 analysts are explored in an online survey. Based on the idea of addressing the cognitive structures that guide analysts' innovation perception, we identified success factors of innovation communication for financial analysts and the capital market which are an integrated content approach regarding innovation input, process and outcome as well as an instrument mix. Surprisingly, the analyst's innovation perception is also driven by comprehensive innovation demonstrations and stories highlighting the necessity of strategic innovation communication for the capital market.

Keywords: Innovativeness; innovation communication; analysts' perception; organisation (search for similar items in EconPapers)
Date: 2014
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DOI: 10.1142/S1363919614500066

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