A Good idea Is Not Enough: Understanding the Challenges of Entrepreneurship Communication.

摘要: This paper addresses a less-investigated issue of innovations: entrepreneurship communication. Business and marketing studies demonstrate that new product development processes do not succeed on good technical invention alone. To succeed, the must be appropriately communicated to market iterated through dialogue with potential stakeholders. We explore this by examining communication-related challenges, abilities barriers from perspectives innovators trying enter an unfamiliar, foreign market. Specifically, we summarize results set conducted in Gyeonggi Innovation Program (GIP), program formed partnership between University Texas at Austin Gyeonggi-Do Province South Korea. Through GIP, Korean entrepreneurs attempt expand domestically successful ideas American The study these deal broad range particularly (1) developing deeper understanding needs, values, cultural expectations, (2) producing pitches structure, claims evidence, engagement strategies expected These confirm (NPD) projects requires only culturally authentic NPD process model, but also communicationoriented research. GIP approach offers insights into programmatic concept effective methods for training engineers become entrepreneurs. Yet identify improvements such programs. Finally, draw implications studying