The Scent of Innovation: Towards an Integrated Management Concept for Visual and Scent Communication of Innovation

摘要: Can a combination of visual and scent communication be applied to communicate innovations, innovative issues or capability on an organizational collaborative network level? If so, can it positively influence stakeholder’s adoption processes? And how organizations innovation networks integrate in management concept for communication? The purpose this book chapter is (1) describe integrated (ICOM) including ICOM toolbox (2) review literature empirical studies the effects communication, primarily published date by scientists marketing, order theoretically deduce implications as separate strategic tool, named sensory toolbox. Hence, aims at answering posed questions structured follows: After introduction, developed operational tools are presented. Subsequently, theoretically-driven provided based marketing. From practical-oriented perspective, also delineates examples discusses implementation innovations management. Finally, main conceptual findings thoughts future research agendas will outlined.