The Linkage Between Strategy and Communication for Innovation

Nicole Pfeffermann () and Michael Hülsmann ()
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Nicole Pfeffermann: Jacobs University Bremen
Michael Hülsmann: Jacobs University Bremen

Chapter Chapter 13 in Strategies and Communications for Innovations, 2011, pp 185-192 from Springer

Abstract: Abstract Innovation has become an essential factor for companies of all sizes to survive and perform in the long-run. In particular in the competitive, dynamic environment of today’s worldwide business, an organization’s innovative capability and successfully launched innovations can represent a means for competitive advantage (e.g., Hitt et al. 2005; Trommsdorff and Steinhoff 2007). Besides the focus on innovation in an enterprise’s strategy and the evolving resources, capabilities, and core competences required in order to be innovative, a prerequisite for the desired outcomes of strategic competitiveness and above-average returns are effective strategic actions, which are embedded in the strategic management process (Hitt et al. 2005). Hence, strategy formulation and implementation are crucial for a firm’s long-term success. In this context, organizational communication can support strategy formulation through interactions with stakeholders, for instance, receiving feedback regarding market expectations (e.g., Argenti 2007; Cornelissen 2008).

Keywords: Communication Strategy; Dynamic Capability; Innovation Strategy; Innovation Economy; Collaborative Innovation (search for similar items in EconPapers)
Date: 2011
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DOI: 10.1007/978-3-642-17223-6_13

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