Stakeholder perceptions and implications for technology marketing in multi-sector innovations: the case of intelligent transport systems
by Michele D. Bunn, Faiza Azmi, Manuel Puentes
International Journal of Technology Marketing (IJTMKT), Vol. 4, No. 2/3, 2009

Abstract: This paper develops a conceptual model of the dynamics of stakeholder relationships in the context of multisector innovation. The qualitative study utilises an inductive, theory-building approach to identify stakeholder perceptions and behaviours and how these influence the successful commercialisation of advanced technologies. The work draws from the theoretical foundations in the innovation literature, stakeholder theory and social network analysis. The case concerns Intelligent Transport Systems (ITSs) for public safety on roadways. The results revealed four categories of stakeholder dynamics: (1) situational antecedents, (2) stakeholder relationship development activities, (3) social partnership enablers and (4) desired outcomes. The paper discusses the most important themes under each category and discusses ways in which enterprises can have some bearing on stakeholder dynamics and the success of their products and services in the context of a complex multisector innovation.

Online publication date: Sat, 27-Jun-2009

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