See, mis on innovatsioon ja kuidas värsketesse ideedesse suhtutakse, on üks väga keeruline küsimus. Siinviidatu on väga kasulik tekst nendele, kes soovivad leida teed uuendusteni ja innovatsioonini nii, et kohe alguses konflikti ei satuks ja et oleks üldse lootust.

Miks ja kuidas vahekorrast:

innovators should spell out not why they do what they do but how they would implement their ideas, thus framing them in concrete how rather than abstract why terms.

Keskne küsimus:

How does the degree to which innovators use an abstract, why-focused framing of novel ideas as opposed to a concrete, how-focused framing affect different audiences’ evaluative responses to the innovators’ idea?

… ja täpsustus:

In our analysis of the impact of framing strategies on the evaluative response of different audiences, we concentrate on how and why frames for two main reasons: methodological considerations and popular appeal.

Tunnetusraamistiku tähtsus:

Since schemas influence the way individuals process information and make evaluations (Maheswaran & Sternthal 1990; Maheswaran et al., 1996; Su, Comer, & Lee, 2008), framing novel ideas in how or why terms will affect the response of novices and experts because they “differ in the amount and types of information they selectively consider”

Lugemishuvi süvendamiseks:

By showing the impact of idea framing on evaluative outcomes, our results suggest that innovators can improve the likelihood of gaining support from relevant audiences for their ideas by framing them differently, depending on the expertise of the evaluating audiences.

Falchetti, D., Cattani, G., & Ferriani, S. (2021) Start with “Why”, but Only if You Have to: The Strategic Framing of Novel Ideas across Different Audiences. Strategic Management Journal.