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

Research output: Chapter in Book/Conference paperChapter

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 commercialisation process.
Original languageEnglish
Title of host publicationStrategy and Communication for Innovation
Subtitle of host publicationIntegrative Perspectives on Innovation in the Digital Economy
EditorsNicole Pfeffermann, Julie Gould
Place of PublicationCham Switzerland
PublisherSPRING-VERLAG
Chapter10
Pages147-174
EditionThird
ISBN (Electronic)9783319495422
ISBN (Print)9783319495408
Publication statusPublished - 2017

Fingerprint

Networking
Social capital
Innovation
Word-of-mouth communication
Start-up
Global market
Strategic decision making
Competitors
Commercialization
Market position
Longitudinal case study
Economic rent

Cite this

Mazzarol, T. (2017). Scanalyse: A Case Study of the Role of Social Capital, Strategic Networking, and Word of Mouth Communication in the Diffusion of an Innovation. In N. Pfeffermann, & J. Gould (Eds.), Strategy and Communication for Innovation: Integrative Perspectives on Innovation in the Digital Economy (Third ed., pp. 147-174). Cham Switzerland: SPRING-VERLAG.
Mazzarol, Timothy. / Scanalyse: A Case Study of the Role of Social Capital, Strategic Networking, and Word of Mouth Communication in the Diffusion of an Innovation. Strategy and Communication for Innovation: Integrative Perspectives on Innovation in the Digital Economy. editor / Nicole Pfeffermann ; Julie Gould. Third. ed. Cham Switzerland : SPRING-VERLAG, 2017. pp. 147-174
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Mazzarol, T 2017, Scanalyse: A Case Study of the Role of Social Capital, Strategic Networking, and Word of Mouth Communication in the Diffusion of an Innovation. in N Pfeffermann & J Gould (eds), Strategy and Communication for Innovation: Integrative Perspectives on Innovation in the Digital Economy. Third edn, SPRING-VERLAG, Cham Switzerland, pp. 147-174.

Scanalyse: A Case Study of the Role of Social Capital, Strategic Networking, and Word of Mouth Communication in the Diffusion of an Innovation. / Mazzarol, Timothy.

Strategy and Communication for Innovation: Integrative Perspectives on Innovation in the Digital Economy. ed. / Nicole Pfeffermann; Julie Gould. Third. ed. Cham Switzerland : SPRING-VERLAG, 2017. p. 147-174.

Research output: Chapter in Book/Conference paperChapter

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Mazzarol T. Scanalyse: A Case Study of the Role of Social Capital, Strategic Networking, and Word of Mouth Communication in the Diffusion of an Innovation. In Pfeffermann N, Gould J, editors, Strategy and Communication for Innovation: Integrative Perspectives on Innovation in the Digital Economy. Third ed. Cham Switzerland: SPRING-VERLAG. 2017. p. 147-174