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Innovationskommunikation

Innovationskommunikation


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About the Book

Wissenschaftlicher Aufsatz aus dem Jahr 2011 im Fachbereich BWL - Unternehmensführung, Management, Organisation, Friedrich-Alexander-Universität Erlangen-Nürnberg, Sprache: Deutsch, Abstract: Diverse Studien zeigen, dass zwischen 40 und 90 Prozent aller neu eingeführten Produkte, je nach Branche, nach der Markteinführung scheitern (Gourville, 2006, S. 100). Ernst (2001, S. 2f) beziffert die Misserfolgsquote bei der erfolgreichen Umsetzung und Markteinführung innovativer Produkte sogar auf 50 bis 80 Prozent. Vor diesem Hintergrund gewinnt das Marketing von Innovationen - unternehmensintern wie auch unternehmensextern - immer mehr an Bedeutung. Der Innovationskommunikation fällt hierbei eine Schlüsselrolle zu, da über dieses Instrument die Innovation nicht nur an den potentiellen Anwender, sondern auch an Kooperationspartner etc. herangetragen wird. Im Rahmen dieses Aufsatzes wird zunächst der theoretische Hintergrund zu Innovationskommunikation aufgezeigt. Darüber hinaus wird detailliert auf die externe Innovationskommunikation eingegangen, welche die Verbreitung von Innovationen über Kommunikationskanäle und die Erfolgsfaktoren für die Kommunikation von Innovationen umfasst. Darauf basierend wurde eine empirische Erhebung durchgeführt, welche die Innovationskommunikation über das Internet und Web 2.0 zum Gegenstand hat. Als Untersuchungsobjekt wurden insgesamt 21 deutsche und ausländische Unternehmen ausgewählt, die unterschiedlichen Branchen angehören, ihren Schwerpunkt aber jeweils in der industriellen Fertigung besitzen. Untersucht wurden die Innovationskommunikation anhand der Kriterien Vermittlungsbotschaft, Personifizierung, Gestaltung der Website sowie Integration von sozialen Medien. Die Ergebnisse der Auswertung werden in mehreren Teilergebnissen im Detail dargestellt.


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Product Details
  • ISBN-13: 9783656086215
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 5 mm
  • Weight: 159 gr
  • ISBN-10: 3656086214
  • Publisher Date: 28 Dec 2011
  • Height: 210 mm
  • No of Pages: 76
  • Series Title: German
  • Sub Title: Theorie und empirische Untersuchung der externen Kommunikation von Innovationen über das Internet und sozialen Medien
  • Width: 148 mm


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