The communication of new products or technological innovations must take place strategically in dynamic markets. It is crucial to link innovation processes with communication efforts, present the usually complex facts in a target-group oriented way, and take into account the across-the-board follow-up effects. If these aspects are neglected, innovations usually receive little acceptance or face incalculable resistance, often resulting in their failure. This website offers the knowledge base and insights into the current developments in innovation communication for professional communicators in the industry and agencies – professionally supported and updated by experts from Leipzig University and their partners.

Current Publication: Communication as a success factor in innovation management – Strategies in the age of open innovation

Conceptions, theoretical foundations and case studies about the integration of marketing and public relations in processes of open innovation

Integrating communication and the process of innovation

A study conducted by the Universiity of Leipzig indicates that four out of ten companies in Germany are already adopting the concept of open innovation. Customers as well as competitors are integrated in the early stages of the innovation process. However, there is a major lack of communication measures that enables those contacts in practise. An empirical typology of innovation communication identifies “gamemakers” als well as “traditionalists” and other trategies. A report is available in German language.

Results of Second Survey on Innovation Communication

In early 2006, the INNOVATE initiative conducted Germany`s second nationwide survey on the state of Innovation Communication among more than 350 journalists and communication professionals. A special focus was put on the communication of innovations in Information & Communication Technologies (ICT). The results indicate that there is still need for action in the field. Far too often, communication is only considered in the very last stage of the product development process. It is therefore necessary to include communication into all stages of innovation management in order to become a success. A report with the results of the survey (in German) is available here.

More Books on Innovation Communication (in German)

Publications available in English you will find here.