Overcoming resistance to innovations: an approach for the use of communication tools within the innovation process. (29th June 2009)

• Record Type: Journal Article
• Authors: Dorner, Nadin; Gurtner, Sebastian; Schefczyk, Michael
• Is Part Of: International journal of technology marketing. Volume 4:Number 2/3(2009)
• Page Start: 199
• Page End: 216
• Publication Date: 2009-06-29
• Subjects: innovation resistance -- key persons -- communication tools -- internal communications -- process promoters -- innovation process -- internal resistance; Technology -- Marketing -- Periodicals; 338.476
• Languages: English
• ISSNs: 1741-878X

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.