Browsing by Person "Krugsberger, Stefanie"

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Strategische Innovationskommunikation : ein phasenbasiertes Konzept für die Kommunikation von Innovationen in Unternehmen am Beispiel der digitalen Transformation und Industrie 4.0
(2019) Krugsberger, Stefanie; Brettschneider, Frank
The aim of this dissertation was to show how an integrated corporate communication can create acceptance for innovations. Innovations were especially studied in the field of communication science at the beginning of the 21st century. After that the research decreased. However, some research gaps remained open, which were not pursued to this day. This includes, for example, a strategic approach that takes into account the external perspective of the acceptance process, or concrete theories for the application of corporate communications in the form of concepts. In addition, it is questionable whether the findings from the 21st century are still valid. The present study thus contributed to complement the research field of innovation communications on new and current approaches. After discussing the fundamentals of innovation management and innovation communication, an interdisciplinary model was developed: the innovation processing model. With this model a new approach was defined, with which the processing of innovations in the individual can be explained in an interdisciplinary manner. In addition, the approach can supply derivations, how a corresponding communication must be designed so that they contribute positively to the acceptance development process of the individual. For this purpose, different phases of innovation development as well as the diffusion in the market were first defined, which represent a framework for the innovation processing model. A focus was placed on the diffusion phases, since only these are visible to the general public. The basis for the diffusion phases was the model of Rogers “Diffusion of Innovation”. For each of the five phases knowledge, persuasion, decision, implementation and confirmation - a specific communication goal has been defined that must be reached in the phase in order to eventually lead to acceptance. The aim of the knowledge phase is that a potential customer receives information about an innovation and perceives it as well. In the persuasion phase, this information is used so that a positive attitude towards an innovation is formed. In the decision-making phase, communication should help the user to make a positive decision for an innovation, such as purchasing. In the implementation phase, communication ensures that habits in dealing with the use of an innovation develop. In the confirmation phase, the last step is to create a positive attitude towards the innovation. Based on the five phases, interdisciplinary theories were integrated into the model that describe and explain the achievement of the respective communication goal: How do people get information about the innovation, how to form attitudes, how do people make decisions and how do they establish habits? The developed model states that an individual has completed acceptance for an innovation after positive completion of all phases. As this can be concretely implemented, the example of digital transformation and industry 4.0 revealed a fictitious automotive manufacturer, as this topic shows particularly well how currently the innovation communication is. The empirical part of this study consisted of a media content analysis, with which routines of reporting could be identified, that gave an idea on how a concept of strategic innovation communication on the topic of digital transformation and industry 4.0 should be designed. It was possible to find some evidence of how journalists are reporting on the topic of digital transformation and industry 4.0 as well as innovations from this topic area. In addition, the innovation processing model was used to formulate a new approach to the selection of news for innovation topics, which could already be strengthened with the help of the media content analysis. This could be confirmed in particular by qualitative expert interviews with three different journalists.The innovation processing model and the results of the media content analysis developed in the present work offer a further approach for the design of strategic innovation communication, which can be further expanded and validated in future investigations. This dissertation has taken the innovation research a step further.