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. One of the managerial tools of communication in specific places is different e-technologies as well as artificial intelligence, which could be used in the consumer approach process as well as the supply side approach. The concept of ambient intelligence means a creation of the clusters of intelligence of high tech environments (artificial intelligence, business modeling and brand models application). This concept corresponds to the new age based on the “mobilization of ideas, knowledge and expectations” and technologies, which can be used also in branding, as for instance experience economy concepts. Moutinho, Rita and Curry (1996) mentioned that artificial intelligence (AI) has scarcely touched today’s managers; it will begin to have dramatic and widespread impacts on their activities over the next few years. Knowledge is an important competitive tool for innovation, in the new, post- capitalist society that is based on a knowledge economy. Drucker (1993, p. 38) stated that “knowledge is the only meaningful resource today”; however, this might be a little misleading, because it is not only about the possession of knowledge, but also the diffusion and use the knowledge for the company, or a region, country. Diffusion and transformation of knowledge is crucial. For this reason is sometimes important to focus not only on the supply side concepts, but also demand and consumers and their desire and especially implement in the new communication strategies the technologies based on the innovative principles.

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 and start-ups enabled to improve the business environment of particular cities and the competitiveness of schools, their quality. It created tighter linkage of the educational process at the universities to the needs of a society and the improvement of the employability of the university graduates.
A case study approach from Canada, Ontario will be used from the successful educational institutions and businesses (start-ups) allowing this new approach (so called Tripple-Helix principle) to partnerships and communication.

Keywords:

The innovative social technologies, knowledge management processes, consumer centric marketing, artificial intelligence, business modeling, e-technologies, educational process.