Analysis of Different Books Covering Different Areas of Communication

The authors argue that the innovation sector demands new standards for international business and needs effective management of innovation to plan, implement, and assess innovation programs (Caywood, 2012:29). Efficient innovation management is also required to develop innovation capability and organise resources and potential for innovation. This occurs at both intra and inter-organisational standards. Communication has evolved to become a major determinant of successful innovation.
Consequently, the new discipline of innovation communication enables the successful introduction of new products and services, the nurturing of stakeholder partnerships, and the enhancement of corporate image in the long-term. The modern business environment demands that corporations create a sound array of communication tools as a central component of their strategic innovation management operations. The authors have provided a critical appraisal of emerging techniques and strategies of integrating communication as a facilitator of strategic innovation.
While reading the book, it is easy to realise that the provision of a holistic outlook to narrow the chasm between communication management and innovation management, at decision-making and operational levels, is a key theme (Grunig, 2013:18). The authors provide valuable input to the dynamic discipline of communication by contributing numerous views to the latest studies on innovation communication, communication management, and strategic open innovation. The authors also offer important advice for managers at all levels who are interested in comprehending the variety of ways in which they can optimise communication to augment successful innovation.
Positioning is a popular subject in marketing and communications. It is common to see and hear references to the positioning of ideologies, identities, political affiliations, ideas, products, etc.nbsp.