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10. Scanalyse—A Case Study of the Role of Social Capital, Strategic Networking, and Word of Mouth Communication in the Diffusion of an Innovation

verfasst von : Tim Mazzarol, Peter Malone, Sophie Reboud

Erschienen in: Strategy and Communication for Innovation

Verlag: Springer International Publishing

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Abstract

In this chapter, a longitudinal case study is examined of Scanalyse, a technology spin-out company from an Australian university that grew from start-up to a global market position within a decade and was then sold through trade sale to one of its main competitors. The case provides an example of how a small innovative firm assesses the value of the economic rent it can secure from an innovation and the strategic decision-making and “pivots” it must undertake to create value. It also demonstrates the key role played by social capital, strategic networking, and word of mouth communication in facilitating the commercialization process.

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Vorheriges Kapitel Open Innovation: Enhancing Theory and Practice by Integrating the Role of Innovation Communication

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Titel: Scanalyse—A Case Study of the Role of Social Capital, Strategic Networking, and Word of Mouth Communication in the Diffusion of an Innovation
verfasst von: Tim Mazzarol
Peter Malone
Sophie Reboud
Verlag: Springer International Publishing
Buch: Strategy and Communication for Innovation
Print ISBN: 978-3-319-49540-8

Electronic ISBN: 978-3-319-49542-2

Copyright-Jahr: 2017
DOI: https://doi.org/10.1007/978-3-319-49542-2_10