A special issue of International Journal of Technology Marketing
The term "innovation" is nowadays used in almost every context in daily life. There is no company which does not use it within their internal and external communications. In this context, many of them neglect the fact that innovations can provoke resistance to change. Therefore, today, maybe more than ever before, it is important for companies to continuously build up sustainable competitive advantages by offering innovative products and services. People need to be permanently engaged to define the reasons for change, what should be changed and who should carry the necessary changes. This becomes even more important as the innovation process itself keeps permanently changing, particularly through one of the main trends of the last years: open innovation.
Hence, the aim of this special issue is to look at the challenges of internal and external communication related to major technological innovations within large enterprises. The selection of large entities is because this is where the resistance to change can be the strongest. Not only internal groups such as employees or managers have to be convinced, but also external stakeholders such as customers, suppliers, legislators or shareholders. In order to achieve this, specific management techniques, organisational routines and technology marketing methods are needed.
Potential authors are invited to submit contributions that could shed light on the organisational impact of innovations in marketing and in technology. The goal is to prepare a reference issue that can be of immediate use to those interested in the management of innovation and its implications, whether they are academics, practitioners and researchers.
Suitable topics include, but are not limited to:
- Technology and marketing in major enterprises
- Marketing of technological innovation
- Internal and external communication of change
- Involvement of employees in innovative activities
- Integration of external partners in the innovation process
- The role of open innovation in facilitating change
- Change management in large organisations
- Effects of group think and/or group blindness on resistance to change
- Organisation theory and its impact on innovation marketing
- Management best practice
- Innovation networks and clusters
- The role of new business incubators
- Venture management and corporate entrepreneurship
- Initiativeness and responsibility in the intrapreneurial process
1-2 page abstract (max. 1200 words): 1 June 2008
Notification to authors: 15 July 2008
Submission of manuscripts: 30 September 2008
Notification to authors: 30 November 2008
Final drafts of papers: 31 January 2009