Communication and innovation: the case of hi‐fi systems

Abstract

Looks at the relationship of communications and innovation in the case of hi‐fi systems. States that the manufacturers’ problem is to ensure that an appropriate perception of the hi‐fi equipment is presented to the consumer. Presents a classification of consumers and shows how these consumers react to information. Suggests that information gathered from these consumer reactions can be used by the manufacturer to target audiences.

Citation

Blythe, J. (2002), "Communication and innovation: the case of hi‐fi systems", Corporate Communications: An International Journal, Vol. 7 No. 1, pp. 9-16. https://doi.org/10.1108/13563280210415991