Communication of innovation within the company as part of the organizational culture: from literature perspective

Abstract

THE AIMS OF THE PAPER

Innovation-communication is crucial in the emergence of corporate innovations.  Communication is a promoter of the success of innovation, thus a promoter of corporate success – while handled poorly, conversely, can also be an obstacle. Our study focuses on the within-corporation innovation-communication, not covering the area of diffusion. Exploring the roles and potentials of communication our goal is to contribute to improving the internal communication environment to help corporate innovation and improving the methods facilitating this. Analysing the specialist literature we draw conclusions that, when applied in practice, promote innovative thinking and innovation The theoretical cataloguing aims to motivate further innovation-communication research.

METHODOLOGY

Firstly, we conceive the model of the systematic view of the innovation-communication process, place it into the contexts of knowledge management, innovation management and change management, also within the interaction of knowledge communication and change communication. We demonstrate the close relationships of these three management areas and communication areas. Secondly, we aggregate the literature of research ongoing for almost 20 years abroad that has analysed internal innovation-communication, investigate and synthesize it, and we phrase our conclusions based on this synthesis.

MOST IMPORTANT RESULTS

The study presents this management area of interest from multiple human aspects that has so far only been partially reviewed in Hungary. It determines the location innovation-communication within innovation management and its place in the processes of knowledge and change management. It highlights those communication features of corporate culture that promote innovation and synthesize them into a practically applicable system.

RECOMMENDATIONS

If practitioners aim to improve the innovation culture we recommend considering the conclusions about innovation-communication planning and to implement the conditions in the (internal) communication and corporate culture that promote useful visions, realising ideas and that create an undisturbed atmosphere of innovative thinking.