ABSTRACT
The digital revolution has had a tremendous effect on the way most people in the Western world live their lives. Changes are evident in consumption patterns, choice and communication practices amongst others. This chapter discusses some of the effects that new digital technology is having on the management and practice of innovation and the opportunities which arise as a result of innovative technological products and services. The chapter explores topics related to innovation and digital technology including social media, the diffusion of innovation through digital technology, the effects of digital technology on organisational communication and marketing strategy, the ‘creative industries’ and the trend in Western countries towards what is considered to be a ‘knowledge society’.
