Promoter Model Essay

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WS 2013/14 The Promoter´s Model a critical analysis Outline 1. Introduction 3 2. Promoter´s model 3 2.1 Types of Promoters 4 2.1.1 Power Promoter 4 2.1.2 Expert Promoter 4 2.1.3 Process Promoter 5 2.1.4 Relationship Promoter 5 2.2 Structures of Promoters 6 3. Company Case - Audi Quattro 7 4. Conclusion 7 Literature List 9 1. Introduction There are some models and hypothesis about innovator roles in innovation management literature which have developed over time and try to show the impact of these innovator roles on the success of the innovation. First it began with the champion who “…must be a man willing to put himself on the line for an idea of doubtful success. He is willing to fail. But he is capable of using any and every means…in order to succeed.” This theory says that the success of the innovation depends on only one person, the champion. But then German-speaking researchers developed a new theory saying that the innovation process is not only driven by one person but four who should work together in order to achieve success. This paper deals with this theory, the so called “Promoter´s model”. First the main theory behind the Promoter´s Model is analyzed. Thereafter the four types of promoters and the structures they can alloy are illustrated. A company case showing promoters in real life and in a real innovation process is demonstrated. Finally the Promoter´s Model is evaluated in the conclusion part of this paper. 2. Promoter´s model It was Eberhard Witte in the 1970´s who first developed the idea of promoters. Promoters were defined by him as “individuals who actively and intensively support the innovation process”. These promoters were called power promoter and expert promoter. Witte developed this theory when he carried out an investigation on the first acquisition of computers in Germany.

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