Marketing communications model for innovation networks

Authors

  • Tiago João Freitas Correia IADE-U - Creative University
  • Américo Mateus UNIDCOM/IADE
  • Susana Leonor UNIDCOM/IADE-U

DOI:

https://doi.org/10.5585/iji.v3i2.50

Keywords:

Marketing Communication, Open Innovation, Technology, Innovation Networks, Incubator, Co-Creation

Abstract

Innovation is an increasingly relevant concept for the success of any organization, but it also represents a set of internal and external considerations, barriers and challenges to overcome. Along the concept of innovation, new paradigms emerge such as open innovation and co-creation that are simultaneously innovation modifiers and intensifiers in organizations, promoting organizational openness and stakeholder integration within the value creation process. Innovation networks composed by a multiplicity of agents in co-creative work perform as innovation mechanisms to face the increasingly complexity of products, services and markets. Technology, especially the Internet, is an enabler of all process among organizations supported by co-creative platforms for innovation. The definition of marketing communication strategies that promote motivation and involvement of all stakeholders in synergic creation and external promotion is the central aspect of this research. The implementation of the projects is performed by participative workshops with stakeholders from Madan Parque through IDEAS(R)EVOLUTION methodology and the operational model LinkUp parameterized for the project. The project is divided into the first part, the theoretical framework, and the second part where a model is developed for the marketing communication strategies that appeal to the Madan Parque case study. 


Keywords: Marketing Communication; Open Innovation, Technology; Innovation Networks; Incubator; Co-Creation.

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Author Biographies

Tiago João Freitas Correia, IADE-U - Creative University

Tiago Correia is an advertising lover, branding passionate, content manager and beginner web developer.

Holds a degree in Marketing and Advertising and a Master in Advertising in which has developed a distinctive thesis project entitled “Communication Strategies in Innovation Networks – Case Study Madan Parque”, in partnership with Madan Parque-FCT, IDEAS(R)EVOLUTION – UNIDCOM/IADE-U and GUDA.

Is actually Junior Researcher at IDEAS(R)EVOLUTION Research Group, workshops facilitator with an active role in tools and content analysis.

Of the several projects in which he participated, stands out the operational coordination of International Creative Lab, an international week with the participation of 40 students of Avans Hogeschool – Netherlands - and 10 students IADE for the development of innovative ideas and solutions based on real Briefings provided by incubated companies at Madan Parque.

Also noteworthy was facilitator in the EDP "User Centered Innovation Program" project, COFIDIS and participation in the development of strategies for the Aldeias de Montanha, Oeste Ativo and Caldas da Rainha.

Américo Mateus, UNIDCOM/IADE

Américo da Conceição Mateus,  Phd and Project Researcher Leader at UNIDCOM (IADE – PORTUGAL) and LOGO (UFSC-BRAZIL). IDEAS(R)EVOLUTION Methodology Author, Creativity, Design and Innovation Lecturer in several international Universities (IADE-Creative University Portugal, FH Volarberg Austria, Karel de Groot business school and Howest university in Belgium, Haaga-Velia business School Finland, RMIT university in Melbourne Australia). Former Innovation Director of BRANDIA – Design group. Creativity and innovation consultant for several business companies in Portugal and Belgium.Author of more than 25 internationally published scientific papers.

Susana Leonor, UNIDCOM/IADE-U

Susana Leonor, Phd candidate – Designer Research collaborator at ID+ – Aveiro University and ULHTProfessor at University Lusófona, Lecturer on Design, Computation and Contemporary Arts and Art History. Attended the Master of Communication Systems Multimedia.
Designer Senior and founder of Give U Design Art – Design company at Caldas da Rainha Portugal. Since 2011, Partner / Senior Creative – The Hunting Division, in Belgium.

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Published

30.10.2015

How to Cite

Correia, T. J. F., Mateus, A., & Leonor, S. (2015). Marketing communications model for innovation networks. International Journal of Innovation, 3(2), 43–53. https://doi.org/10.5585/iji.v3i2.50