Title: Stakeholder perceptions and implications for technology marketing in multi-sector innovations: the case of intelligent transport systems
Authors: Michele D. Bunn, Faiza Azmi, Manuel Puentes
Addresses: Michael E. Stephens College of Business, University of Montevallo, Montevallo, AL 35115, USA. ' Lexis Nexis, 9443 Springboro Pike, Dayton, Ohio 45342, USA. ' Transportation Engineering and Transportation Policy, ITS Consensus/Intelligent Transportation Society of America, 1100 17th Street NW, Suite 1200, Washington, DC 20036, USA
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.
Keywords: technology marketing; multi-sector innovation; intelligent transport systems; ITS; stakeholder theory; social network analysis; qualitative methods; public-private partnerships; PPP; collaboration; incident management; wireless communications.
International Journal of Technology Marketing, 2009 Vol.4 No.2/3, pp.129 - 148
Published online: 27 Jun 2009 *Full-text access for editors Access for subscribers Purchase this article Comment on this article