Abstract
With disruptive innovation having become an ever bigger issue facing many established firms, this study plans to provide political communication strategies to resolve institutional resistance to radicalness when an established firm dealing with new product development. To answer three questions in relation to introducing radical innovation into an established firm, this study develops a theoretical model discussing how to win the commercialized approval for a disruptive innovation, addressing the moderating effect of some political communication strategies on three innovation-linked illegitimacies involving innovation process. Through this framework, it is expected that further research in the disruptive innovation field can paint a more complete picture to understand and manage how to use the political communication.
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