Communication Tactics that Describe Innovation Advocacy Leadership as a Way to Inform ...

83 Pages·2010·0.29 MB·English

Presented to the Interdisciplinary Studies Program:
Applied Information Management
and the Graduate School of the
University of Oregon
in partial fulfillment of the
requirement for the degree of
Master of Science

Comm unication Tactics that

Describe Innovation Advocacy

Leadership as a Way to Inform

Organi zational Strategic Planning CAPSTONE REPORT

by Leveraging Networks and

Building Consensus

Connie Atchley
Assoc iate Director University of Oregon
Applied Information
Enterprise Computing Services
Management
Orego n State University Program

Continuing Education
July 2 010 1277 University of Oregon
Eugene, OR 97403-1277
[phone]

Approved by

________________________________________________________
Dr. Linda F. Ettinger
Senior Academic Director, AIM Program

Running head: INNOVATION ADVOCACY TACTICS TO INFORM STRATEGY 1

Communication Tactics that Describe Innovation Advocacy Leadership as a Way to Inform
Organizational Strategic Planning by Leveraging Networks and Building Consensus
Connie Atchley
Oregon State University
Innovation Advocacy Tactics to Inform Strategy 2
Innovation Advocacy Tactics to Inform Strategy 3

Abstract
This study presents six communication tactics that describe innovation advocacy leadership. It
examines differences in communication abilities and behaviors represented by divergent
processes, which develop new directions necessary to support innovative ideas, and convergent
processes which represent the dominant organizational view necessary to support formal
strategic planning (Pappas, 2004). Tactics provide advocates with a procedural bridge to the new
ideas they propose and include defining innovation context, developing dynamic networks,
channeling opportunities, and framing perceptions.
Keywords: innovation advocate, divergent processes, strategy, communication,
leadership
Innovation Advocacy Tactics to Inform Strategy 4
Innovation Advocacy Tactics to Inform Strategy 5

Table of Contents
Introduction to the Literature Review.................................................................................7
Purpose..............................................................................................................................7
Problem Area...................................................................................................................8
Significance.....................................................................................................................10
Audience..........................................................................................................................11
Outcome..........................................................................................................................12
Delimitations...................................................................................................................13
Topic..........................................................................................................................13
Topic focus.................................................................................................................13
Exclusions..................................................................................................................13
Intended audience......................................................................................................13
Time frame.................................................................................................................14
Literature collection...................................................................................................14
Documentation approach...........................................................................................15
Selection and evaluation criteria................................................................................15
Data Analysis Plan Preview..........................................................................................16
Writing Plan Preview....................................................................................................16
Definitions.............................................................................................................................18
Research Parameters...........................................................................................................22
Research Questions and Sub-questions.......................................................................22
Search Strategy..............................................................................................................23
Search terms...............................................................................................................23
Subtopic search terms................................................................................................23
Record of preliminary searches.................................................................................24
Literature resources....................................................................................................24
Search engines...........................................................................................................24
Databases...................................................................................................................24
Additional literature resources...................................................................................25
Evaluation Criteria........................................................................................................25
Currency.....................................................................................................................25
Authority....................................................................................................................25
Objectivity..................................................................................................................25
Quality........................................................................................................................26
Relevancy...................................................................................................................26
Content.......................................................................................................................26
Documentation Approach.............................................................................................26
Data Analysis Plan.........................................................................................................27
Conceptual analysis plan............................................................................................27
Coding procedures.....................................................................................................28
Writing Plan...................................................................................................................30
Annotated Bibliography......................................................................................................33
Review of Literature............................................................................................................50
Theme One: Differences Between Convergent and Divergent Processes in Strategic
Planning..........................................................................................................................50
Innovation Advocacy Tactics to Inform Strategy 6

Characteristics of convergent and divergent processes.............................................51
Tension reinforced by strategy...................................................................................52
Interdependence of convergent and divergent processes ..........................................53
The value of social interdependence..........................................................................54
The value of procedural interdependence..................................................................55
Theme Two: Leadership Attributes of the Innovation Advocate..............................56
Attribute #1: Obsessive zeal......................................................................................57
Attribute #2: Conscientiousness................................................................................58
Attribute #3: Ability to balance creativity and process.............................................58
Conclusions...........................................................................................................................60
Communication Tactics That Support Innovation Advocacy Leadership...............61
Communication tactic #1: Build social capital..........................................................61
Communication tactic #2: Define innovation context...............................................62
Communication tactic #3: Channel opportunities......................................................63
Communication tactic #4: Develop dynamic networks.............................................64
Communication tactic #5: Leverage network audiences...........................................65
Communication tactic #6: Frame perceptions and focus attention............................65
References.............................................................................................................................67
Appendix A...........................................................................................................................75
Appendix B...........................................................................................................................79