Online based environmental innovation diffusion

Abstract

In today’s global market, companies engage in developing innovative products that they hope will give them competitive advantage. At the same time a variety of online communication channels emerged, giving the developers the possibility to reach their targets with the use of other than the established channels of mass media and word-of-mouth. This study aims to describe a specific case in which online communication is used for an environmental innovation diffusion. The case is described both from the developers and users perspective. The data was collected by the use of several research methods: document analysis, interviews and survey. Opportunities and challenges coming with engaging in online communication for innovation diffusion are presented, as well as suggestions for further research.