Title: Overcoming resistance to innovations: an approach for the use of communication tools within the innovation process
Authors: Nadin Dorner, Sebastian Gurtner, Michael Schefczyk
Addresses: Center for Innovation, University of St. Gallen, Dufourstrasse 40a, CH-9000 St. Gallen, Switzerland. ' Department of Entrepreneurship and Innovation, Technische Universitat Dresden, Helmholzstrasse 10, 01069 Dresden, Germany. ' Department of Entrepreneurship and Innovation, Technische Universitat Dresden, Helmholzstrasse 10, 01069 Dresden, Germany
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.
Keywords: innovation resistance; key persons; communication tools; internal communications; process promoters; innovation process; internal resistance.
International Journal of Technology Marketing, 2009 Vol.4 No.2/3, pp.199 - 216
Published online: 27 Jun 2009 *Full-text access for editors Access for subscribers Purchase this article Comment on this article