The 3-D Innovation Sphere
Katrin Tobies, Bettina Maisch · Advances in social networking and online communities book series · 2011
This chapter will explore the 3-D environment Second Life as a communication platform used by industry and science to create, design, develop, and distribute innovation. In order to achieve sustainable economic success in the context of global competition, companies need to optimize their communication activities within their innovation processes. In addition to identifying relevant trends at an early stage and generating marketable ideas, it is becoming increasingly important for companies to sufficiently communicate the usage and the meaning of innovations and to position themselves as consistent innovators. Virtual worlds like the high profile, realistically designed online environment Second Life offer far-reaching possibilities within the innovation management process – from ideating to market introduction. The objective of this chapter is to provide a systematic analysis of the communication paradigms in virtual environments. In particular, the main issues, challenges, opportunities, limits and trends of digital innovation communication will be discussed in the context of the 3-D world Second Life.