Die Kommunikation disruptiver Innovationen – ein phasenspezifischer Ansatz

Insufficient communication is a main obstacle for the market success of innovations. Especially a disruptive innovation illustrates an extraordinary challenge for a conception and elaboration of the communication due to its newness to customers and its high degree of complexity. The aim of this study is therefore to identify the determinants and characteristics of a holistic communication strategy for disruptive innovations and to derive afterwards a communication concept. This concept is then tested on an existing case to achieve further insights