Scenario-based Learning for Innovation Communication and Management

Nicole Pfefferman and Henning Breuer

Chapter 5 in Evolution of Innovation Management, 2013, pp 95-114 from Palgrave Macmillan

Abstract: 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 Oftentimes outdated mindsets and tunnel vision when imagining the future persist.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.

Keywords: Open Innovation; Organizational Learning; Innovation Management; Scenario Planning; Communication Market (search for similar items in EconPapers)
Date: 2013
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DOI: 10.1057/9781137299994_5

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