Communication as a vector of innovation
How an innovative company sets itself apart in an original and appropriate way does not depend solely on its internal models, its ability to align its structure to changes in the external environment, and its flexibility and predisposition to look to the future. All companies, traditional or otherwise, should be aware of the importance of a factor that can make the difference in their relationships with their markets: communication. Far from simply being a means to promote itself, appropriate communication can shape how the company is perceived by its market and has a significant impact on stakeholder engagement.