Diffusion of innovations
Diffusion of Innovations
Diffusion theory is a model
that explains how innovation is diffused and adopted throughout a society. Adopters of innovation are categorized as innovators, early adopters, early majority, late majority and laggards. The Diffusion of Innovation model was developed by Everett M. Rogers, and uses an S curve to graph the adoption of an innovation. Diffusion theory is used in many disciplines to explain trends, economic patterns, health and medical concerns and technology innovations. This model is an important part of change management and contains four key elements:
1. What is the innovation?
2. How is it communicated?
3. The idea is transmitted over time
4. The idea is diffused to members of the society
Adopters of innovation experience five stages of diffusion:
1. Knowledge - awareness of the idea and perceived benefit
2. Persuasion – convinced of the value of the innovation
3. Decision – judgment to adopt the innovation
4. Implementation – in acting the innovation
5. Confirmation - acceptance or rejection of the innovation
The Innovation
Communication Channels
Time
The Social System
Reference
Rogers, E., (2003). Diffusion of Innovations, 5th Edition. New York: Free Press.
Jim Wright 13:41, 24 June 2007 (CDT)