Innovating for Trust
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Innovating for Trust

Edited by Marika Lüders, Tor W. Andreassen, Simon Clatworthy and Tore Hillestad

This book adopts a multidisciplinary approach to innovation, and argues that because innovation is always risky business, trust is an essential premise and outcome of successfully designing, developing and finally launching innovations. Each part of the book encompasses a different aspect of innovating for trust. It begins with the notion of trust, before covering the importance of trust in future thinking, business model innovation, service design, co-creation, the innovative organization and self-service technologies. It concludes with the importance of trust in commercializing innovations.
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Chapter 24: Launching innovations

Helge Thorbjørnsen

Abstract

The chapter looks in detail at tactical launch decisions and suggests concrete marketing strategies to overcome barriers to innovation adoption. As the majority of innovations do not make it through even the first year after launch, marketing decisions during this period are essential and deserve extra attention. The chapter focuses particularly on aspects relating to marketing communication and distribution of innovations.

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