Innovation, Strategic Communication And Sustainability: The Case For Communication Change

Abstract

This study explores innovation and communication strategies of staff members in a research-based organization. Innovation drives organizational change. Smart communication strategies facilitate positive changes in an organization. Focus group was utilized in this study. Fourteen respondents were interviewed that consist of research, administrators, and skilled staff. Based on thematic analysis, the findings suggested that experiential knowledge, organizational practice and positive attitude are central in ensuring transfer of innovation is sustainable to the targeted community. Drawing on Roger’s diffusion innovation theory and Lewis change communication approach, we propose that in introducing and sustaining innovation from an organization to a selected community, the organization has to convince the stakeholders on the utility of the innovation (product outcome), continuous support (after service innovation product) and accurate information about the product. This study offers theoretical and practical perspectives on how innovation could be introduced and sustained in a selected community via strategic communication approach.

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Publisher

European Publisher

First Online

10.06.2021

Doi

10.15405/epsbs.2021.06.02.28

Online ISSN

2357-1330