Innovation Journalism Vol.2 No.8, May 23 2005
By Ansgar Zerfass.
The industrial reality does no longer match the traditional understanding of innovation based on the assertiveness of creative scientists and entrepreneurs. Nowadays, an integrative approach is necessary. The concept of “Innovation Readiness” takes into account the relevance of internal as well as external stakeholders within the innovation process (stakeholder orientation) and considers the relevance of regional and branch-specific innovation systems (cluster development). It also highlights the importance of communication for the implementation of new ideas, products, and services. Following this line of argumentation, the article explains the strategies and measures of Innovation Communication. Several case studies illustrate how communication may foster the ability to innovate and thus strengthen competitiveness in a fundamental way.