Journal of Business and Technical Communication Jul 2021

Discursive Communication Strategies for Introducing Innovative Products: The Content, Cohesion, and Coherence of Product Launch Presentations

Huiyu Zhang Zhejiang International Studies University ; Yiqun Song ; Yuanhong Wei Zhejiang University ; Jingjiang Liu Zhejiang University

Abstract

In the information age, discourse plays an increasingly important role in promoting innovative products. But how language works in the innovation process remains underexplored. This study explores the discursive communication strategies used to introduce innovation by analyzing the content, cohesion, and coherence of product launch presentations by Steve Jobs. It reveals that such discursive communication strategies improve the audience’s understanding, recognition, and acceptance of innovative products. This study contributes to both business communication studies in general and research on innovation communication in product launches in particular.

Journal
Journal of Business and Technical Communication
Published
2021-07-01
DOI
10.1177/10506519211001123
Open Access
Closed

Citation Context

Cited by in this index (0)

No articles in this index cite this work.

Cites in this index (9)

  1. Rogers et al. (2020)
    Formal Communications’ Role in Knowledge Work: Evidence From Projects
    Journal of Business and Technical Communication
  2. Yim et al. (2019)
    Why Legitimacy Matters in Crisis Communication: A Case Study of the “Nut Rage” …
    Journal of Business and Technical Communication
  3. Spinuzzi (2017)
    Introduction to Special Issue on the Rhetoric of Entrepreneurship
    Journal of Business and Technical Communication
  4. Reinsch et al. (2014)
    Do Communication Abilities Affect Promotion Decisions? Some Data From the C-Suite
    Journal of Business and Technical Communication
  5. Mara (2008)
    Ethos as Market Maker
    Journal of Business and Technical Communication
Show all 9 →
  1. Amidon et al. (2008)
    Wrestling With Proteus
    Journal of Business and Technical Communication
  2. Suchan (2006)
    Changing Organizational Communication Practices and Norms
    Journal of Business and Technical Communication
  3. CHAPEL (1997)
    Developing International Management Communication Competence
    Journal of Business and Technical Communication
  4. Neff (1990)
    A New Approach to Business-Communication Education: Integrating Business Resear…
    Journal of Business and Technical Communication
Also cites 62 works outside this index ↓
  1. 10.5465/255984
     ↗
  2. 10.1177/0021886300362002
     ↗
  3. 10.1177/0018726700539002
     ↗
  4. 10.1177/0018726711408629
     ↗
  5. Andrews K. (1986)
    Communications imperatives for new products
    Journal of Advertising Research  ↗
  6. 10.1016/S0377-2217(01)00126-6
     ↗
  7. 10.1016/0019-8501(95)00037-2
     ↗
  8. 10.1080/02650487.1991.11104445
     ↗
  9. 10.4324/9780203892299
     ↗
  10. 10.1080/00913367.2000.10673620
     ↗
  11. 10.1007/978-3-319-49542-2_13
     ↗
  12. 10.1007/s11747-011-0258-1
     ↗
  13. 10.1177/1461444810362204
     ↗
  14. 10.2307/3586466
     ↗
  15. 10.1016/j.indmarman.2006.08.002
     ↗
  16. 10.1111/j.1468-2958.1980.tb00151.x
     ↗
  17. 10.1111/1540-5885.1920159
     ↗
  18. 10.1111/1540-5885.1660530
     ↗
  19. 10.2307/256994
     ↗
  20. 10.1287/orsc.5.2.200
     ↗
  21. 10.1287/mnsc.30.5.572
     ↗
  22. 10.2307/2393701
     ↗
  23. 10.4324/9780203697078
     ↗
  24. 10.2307/258492
     ↗
  25. 10.1016/j.jbusvent.2016.10.005
     ↗
  26. 10.1111/jpim.12108
     ↗
  27. 10.1075/tsl.31
     ↗
  28. 10.4324/9781410607348
     ↗
  29. 10.1109/17.403738
     ↗
  30. 10.1111/1540-5885.1660027
     ↗
  31. 10.1002/smj.2456
     ↗
  32. 10.1177/09579265030146004
     ↗
  33. 10.1080/15531180701298908
     ↗
  34. 10.1111/1540-5885.1440243
     ↗
  35. 10.1016/j.sbspro.2015.02.061
     ↗
  36. 10.1002/smj.2453
     ↗
  37. 10.1111/j.1467-8691.2004.00294.x
     ↗
  38. 10.1111/1540-5885.t01-1-201002
     ↗
  39. 10.1108/13632541111183361
     ↗
  40. 10.1007/s00199-011-0614-x
     ↗
  41. 10.1086/226550
     ↗
  42. 10.1111/1540-5885.1750360
     ↗
  43. 10.1287/orsc.3.2.250
     ↗
  44. 10.20396/joss.v6i1.14983
     ↗
  45. 10.1016/j.chb.2016.06.059
     ↗
  46. Peng C. Liu S. Lu Y. (2019 June 21). The discursive strategy of legitimacy management: A comparative case stu…
     ↗
  47. 10.1007/978-3-642-17223-6_18
     ↗
  48. 10.1177/135050849742002
     ↗
  49. 10.1509/jmkg.72.4.058
     ↗
  50. 10.1177/107179199700300304
     ↗
  51. 10.1111/1540-627X.00073
     ↗
  52. 10.1177/0306312710365587
     ↗
  53. 10.2307/258788
     ↗
  54. 10.2189/asqu.2005.50.1.35
     ↗
  55. 10.1177/0091026018760930
     ↗
  56. 10.1002/pmj.21478
     ↗
  57. 10.1017/CBO9781139681032.029
     ↗
  58. 10.5465/amr.2008.34422019
     ↗
  59. 10.5465/19416520.2012.672039
     ↗
  60. 10.1111/jpim.12144
     ↗
  61. 10.1002/smj.2725
     ↗
  62. 10.2307/4134387
     ↗
CrossRef global citation count: 4 View in citation network →