The Scent of Innovation: Towards an Integrated Management Concept for Visual and Scent Communication of Innovation

Nicole Pfeffermann ()
Additional contact information
Nicole Pfeffermann: NP Pfeffermann Consulting

Chapter Chapter 12 in Strategies and Communications for Innovations, 2011, pp 163-181 from Springer

Abstract: Abstract Can a combination of visual and scent communication be applied to communicate innovations, innovative issues or innovative capability on an organizational and collaborative network level? If so, can it positively influence a stakeholder’s adoption processes? And how can organizations or innovation networks integrate visual and scent communication in a management concept for innovation communication? The purpose of this book chapter is (1) to describe an integrated management concept of innovation communication (ICOM) including an ICOM toolbox and (2) to review literature and empirical studies on the effects of visual and scent communication, primarily published to date by scientists in marketing, in order to theoretically deduce implications for ICOM and integrate visual and scent communication as a separate strategic tool, named sensory communication, in the ICOM toolbox. Hence, this book chapter aims at answering the posed questions and is structured as follows: After the introduction, a developed ICOM management concept and a toolbox of strategic and operational tools for ICOM are presented. Subsequently, theoretically-driven implications for ICOM are provided based on a review of literature on visual and scent communication in sensory marketing. From a practical-oriented perspective, this book chapter also delineates examples and discusses the implementation of visual and scent communication of innovations in ICOM management. Finally, main conceptual findings and thoughts on future research agendas will be outlined.

Keywords: Trade Fair; Visual Communication; Innovation Network; Management Concept; Corporate Communication (search for similar items in EconPapers)
Date: 2011
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-642-17223-6_12

Ordering information: This item can be ordered from
http://www.springer.com/9783642172236

DOI: 10.1007/978-3-642-17223-6_12

Access Statistics for this chapter

More chapters in Springer Books from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().