Can An Innovation Have A Reputation


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This is an introductory slide show to my research at the Vinnova Stanford Research Center of Innovation Journalism at Stanford University. It was presented at the Wallenberg Hall Lunch talk -series in November 2008.

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Can An Innovation Have A Reputation

  1. 1. Can an Innovation have a reputation? Vilma Luoma-aho, Ph.D. Visiting Scholar Innovation Journalism, H-Star Researcher (TEKES, HS-foundation) Department of History & Ethnology, University of Jyväskylä, Finland Vilma Luoma-aho 21.5.2008
  2. 2. Mediated Reputation “What sources and clues do journalists combine to form their impression of an innovation?” “What role, if any, does media reputation have in the overall reputation of the innovation?” “What role does PR play for the formation of the media reputation?” Vilma Luoma-aho November 3rd, 2008
  3. 3. What is an innovation? • A new or an innovative idea that can be turned into benefits & gain (product, service or process) (Hivner et al., 2003; OECD, 1997) • The process of creating and delivering new customer value in the market (Carlson & Wilmot, 2006) • “The act that endows resources with a new capacity to create wealth” (Drucker, 1985) Vilma Luoma-aho November 3rd, 2008
  4. 4. Value of innovation • One innovation varies in value to different people • An innovation’s value consists of expected effects – The role of communication is increasing • Aim of communication: guide expectations, create trust Vilma Luoma-aho November 3rd, 2008
  5. 5. Communication changes • Switch from communication in print to online – Corporate communication (Minimum disclosure efforts & blogs) – Journalism (news institutions are changing) – Advertising (blog sponsors, linklove etc.) – Peer2peer communication (social media) Vilma Luoma-aho November 3rd, 2008
  6. 6. Attention • Interest and the need for news have not changed • Attention becomes more valuable – Attention Economy (Simon 1971) – Attention workers (Nordfors 2006) – Reputation Society (Luoma-aho 2005) It’s all about attention & reputation Vilma Luoma-aho November 3rd, 2008
  7. 7. What is reputation? • Reputation: A record of past deeds, their sum (Fombrun & van Riel 2003, Sztompka 2000, Bromley 1993, Luoma-aho 2005) • Intertemporal identity (Pizzorno 2004) • A strong reputation results from “consistent information signals over time, which constituents believe, share and trust” (Dentchev and Heene, 2004; 57) Vilma Luoma-aho November 3rd, 2008
  8. 8. Trust and reputation (Luoma-aho, 2005) Vilma Luoma-aho November 3rd, 2008
  9. 9. Reputation of an innovation • Lack of experiences • Lack of past deeds Need for basic trust that in time will turn into a reputation • Innovation communication & innovation journalism shape it • Weak signals are applied Vilma Luoma-aho November 3rd, 2008
  10. 10. Reputation of the Innovation Vilma Luoma-aho November 3rd, 2008
  11. 11. Innovation journalism • Macro level • Journalism as an intermediating actor in innovation ecosystems (Nordfors, 2003; Nordfors & Ventresca, 2006) • Multi-beat, multidisciplinary (tech, business, politics, science) Vilma Luoma-aho November 3rd, 2008
  12. 12. What’s up with journalism? ”Journalism is key for connecting innovation economy and democratic society” (David Nordfors, creator of Innovation Journalism) “Journalism will survive the death of its institutions” (Lisa Williams, citizen journalist) McLuhan: The medium was the messge, Now the Message is the message Vilma Luoma-aho November 3rd, 2008
  13. 13. Innovation communication • Meso-level • Originates from organizations, networks, institutions • Affects the development and diffusion of innovations „The systematically planned, implemented and evaluated communication of new products, services, technologies, processes, concepts or ideas. It aims at gaining understanding and trust in an innovation and at positioning an organization as innovator“ (Zerfaß/Huck 2007) Vilma Luoma-aho November 3rd, 2008
  14. 14. Innovation corporate communication? • Micro-level • Corporate Innovation Communication: management of communication between an organization and its publics throughout the different stages of the innovation process. (Huck-Sandhu & Kupczyk 2008) Vilma Luoma-aho November 3rd, 2008
  15. 15. How do they work? (Luoma-aho, 2007) Innovation sharing? Vilma Luoma-aho November 3rd, 2008
  16. 16. New media? Vilma Luoma-aho November 3rd, 2008
  17. 17. Can an Innovation have a reputation? • Clues exist even without effort : there is no vacuum • Agenda is set by innovation communication and innovation journalism Vilma Luoma-aho 21.5.2008 Vilma Luoma-aho