Abstract
| Original language | English |
|---|---|
| Title of host publication | Strategy and Communication for Innovation |
| Subtitle of host publication | Integrative Perspectives on Innovation in the Digital Economy |
| Editors | Nicole Pfeffermann, Julie Gould |
| Place of Publication | Cham Switzerland |
| Publisher | SPRING-VERLAG |
| Chapter | 10 |
| Pages | 147-174 |
| Edition | Third |
| ISBN (Electronic) | 9783319495422 |
| ISBN (Print) | 9783319495408 |
| Publication status | Published - 2017 |
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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 paper › Chapter
TY - CHAP
T1 - Scanalyse: A Case Study of the Role of Social Capital, Strategic Networking, and Word of Mouth Communication in the Diffusion of an Innovation
AU - Mazzarol, Timothy
PY - 2017
Y1 - 2017
N2 - 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.
AB - 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.
KW - commercialisation
KW - Innovation
KW - Communication
KW - word of mouth
KW - Diffusion of innovations
UR - http://www.springer.com/gp/book/9783319495408
M3 - Chapter
SN - 9783319495408
SP - 147
EP - 174
BT - Strategy and Communication for Innovation
A2 - Pfeffermann, Nicole
A2 - Gould, Julie
PB - SPRING-VERLAG
CY - Cham Switzerland
ER -