Achieving Market Leadership for Innovation Through Communication

Eric Viardot ()
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Eric Viardot: EADA – Escuela de Alta Dirección y Administración

Chapter Chapter 17 in Strategies and Communications for Innovations, 2011, pp 243-256 from Springer

Abstract: Abstract It is difficult to sell innovations successfully because they are fraught with uncertainties as, very often, their impact relies on complementary inventions which development time can fluctuate very significantly. Still, some companies have achieved significant market success with innovative products and services. An in-depth analysis shows that they rely less on technology than on their willingness to communicate with all the market players in order to expand opportunities for other participants. This chapter details the five different methods of communications they are using. The first way is to adopt a “push” communication strategy towards the market participants by offering compatibility and/or open access. The second approach is to implement a “pull” communication strategy to attract new partners by creating and managing a supportive network. The third way is a combination of the “push” and “pull” communications. The fourth technique is to actively publicize the innovation through an aggressive branding. Finally, the fifth avenue is to communicate with the world by going global in order to reach the maximum volume of users of the innovation.

Keywords: Mobile Phone; Special Interest Group; Innovative Product; Brand Image; Brand Personality (search for similar items in EconPapers)
Date: 2011
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-642-17223-6_17

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DOI: 10.1007/978-3-642-17223-6_17

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