The Application of the Innovative Approaches in Communication and the Educational Processes

Abstract

The influence and impact of innovations in a society is not identical and some innovations penetrate a society more radically: the influence of others may only be incremental. For example, in tourism a radical impact on marketing communication processes has come with the development of ICT technologies. Johanesson et al. (2001), Dosi (1982) associated revolutionary change with radical innovation, and the process of continual change and implementation of novelty considered as incremental innovation. Despite a more radical character, incremental innovations stem from market needs and are strategically easier to proceed with because a process of the implementation can be planned. The article will deal with the concepts of the innovative social technologies and their application in the teaching process. It means the study of successful cases, where the clusters of intelligence based on the diffusion of knowledge and the co-operation and mutual communication and partnership of the educational institutions with the innovative businesses.