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
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Open Access
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