Overcoming resistance to innovation : An approach for the use of communication tools within the innovation process
Journal
International Journal of Technology Marketing
ISSN
1741-878X
ISSN-Digital
1741-8798
Type
journal article
Date Issued
2009-06-27
Author(s)
Abstract
The objective of this article is to show the need for a situation-adapted use of specific communication tools within the different phases of the innovation process. Therefore, this research provides an approach on how activities, objectives and resistance change during the innovation process. Eventually, it is shown how a key person can use specific communication tools to foster innovation and overcome internal resistance.
Language
English
HSG Classification
not classified
Refereed
Yes
Publisher
Inderscience Enterprises
Publisher place
Olney, Bucks
Volume
4
Number
2/3
Start page
199
End page
216
Pages
18
Subject(s)
Division(s)
Eprints ID
62811