Discursive Communication Strategies for Introducing Innovative Products: The Content, Cohesion, and Coherence of Product Launch Presentations. (July 2021)

• Record Type: Journal Article
• Authors: Zhang, Huiyu; Song, Yiqun; Wei, Yuanhong; Liu, Jingjiang
• Is Part Of: Journal of business and technical communication. Volume 35:Number 3(2021)
• Page Start: 369
• Page End: 400
• Publication Date: 2021-07
• Subjects: new product launch -- product launch presentation -- business communication -- innovation communication -- discourse analysis -- Steve Jobs; Business communication -- Periodicals; Communication of technical information -- Periodicals; 658.45
• DOI: 10.1177/10506519211001123
• Languages: English
• ISSNs: 1050-6519

Abstract

In the information age, discourse plays an increasingly important role in promoting innovative products. But how language works in the innovation process remains underexplored. This study explores the discursive communication strategies used to introduce innovation by analyzing the content, cohesion, and coherence of product launch presentations by Steve Jobs. It reveals that such discursive communication strategies improve the audience's understanding, recognition, and acceptance of innovative products. This study contributes to both business communication studies in general and research on innovation communication in product launches in particular.