A Good idea Is Not Enough: Understanding the Challenges of Entrepreneurship Communication.
A Good idea Is Not Enough: Understanding the Challenges of Entrepreneurship Communication.
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一个好主意还不够：了解创业沟通的挑战。
DOI：
10.15781/t2tq2h
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发表时间：
2016
期刊：
影响因子：
--
通讯作者：
Gregory P. Pogue
中科院分区：
文献类型：
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作者：
C. Spinuzzi;E. Jakobs;Gregory P. Pogue
本文讨论了一个较少研究的创新问题：创业沟通。商业和市场研究表明，新产品开发过程不能仅仅依靠好的技术发明。为了成功，发明必须适当地传达给市场，并通过与潜在利益相关者的对话进行迭代。我们通过从创新者试图进入一个陌生的外国市场的角度来研究与传播相关的挑战、能力和障碍来探讨这个问题。具体来说，我们总结了京畿道创新计划（GIP），一个创业计划之间的合作伙伴关系形成的德克萨斯大学奥斯汀分校和韩国京畿道省进行的一系列研究的结果。通过GIP，韩国企业家试图将国内成功的产品理念推广到美国市场。研究结果表明，这些创新者必须应对广泛的挑战，特别是（1）对市场需求，价值观和文化期望有更深入的了解，（2）根据美国利益相关者所期望的结构，主张和证据以及参与策略进行宣传。这些研究证实，一个成功的新产品开发（NPD）项目的更深入的了解，不仅需要一个文化上真实的NPD过程模型，但也以沟通为导向的研究。GIP方法为培养工程师成为企业家提供了良好的编程概念和有效方法。然而，我们也确定了这些计划的潜在改进。最后，我们得出研究创业沟通的启示。
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 invention must be appropriately communicated to a market and iterated through dialogue with potential stakeholders. We explore this issue by examining communication-related challenges, abilities and barriers from the perspectives of innovators trying to enter an unfamiliar, foreign market. Specifically, we summarize results of a set of studies conducted in the Gyeonggi Innovation Program (GIP), an entrepreneurship program formed by a partnership between the University of Texas at Austin and Gyeonggi-Do Province in South Korea. Through the GIP, Korean entrepreneurs attempt to expand domestically successful product ideas to the American market. The study results demonstrate that these innovators must deal with a broad range of challenges, particularly (1) developing deeper understanding of market needs, values, and cultural expectations, and (2) producing pitches with the structure, claims and evidence, and engagement strategies expected by American stakeholders. These studies confirm that a deeper understanding of successful new product development (NPD) projects requires not only a culturally authentic NPD process model, but also communicationoriented research. The GIP approach offers insights into good programmatic concept and effective methods for training engineers to become entrepreneurs. Yet we also identify potential improvements for such programs. Finally, we draw implications for studying entrepreneurship communication.
DOI：
10.4324/9781315747453
发表时间：
2014-11
期刊：
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影响因子：
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作者：
Maryem A Huizenga
通讯作者：
Maryem A Huizenga