Innovation Communication with a Knowledge-based Information Leitstand - A Proposal for Matching Information Supply with Information Demand

摘要

Numerous new product developments demonstrate that technologies (e.g., WAP, TD-SCDMA) can fall below demand forecasts. Innovation alone does not guarantee market success. Communication - especially when using acronyms - often makes it too intricate for customers to grasp the advantage of technological advancements, or for investors to forecast product margins. Consequently, stakeholders remain unsatisfied and share unfavorable opinions on the Internet. In this paper, we provide selected ideas on how to make technology work for business; specifically, how organizations can best influence, appeal to and canvass stakeholders about their innovations whilst not appearing too aggressive. We propose that innovation communication processes could be enriched with a Knowledge-based Innovation Information Leitstand (ICL) to match information supply with information demand.