Exploring Diffusion and Adoption for Innovation – Part 1

Innovation theories provide a robust perspective on important developments even when data is limited, and the diffusion of innovation theory helps understand the forces that shape the context and influence natural decisions. The article stresses the importance of Everett M. Rogers' work on Diffusion of Innovations theory and focuses on people and product differences to improve adoption rates. Rogers explains that product differences account for 87% of variance in the innovation rate of diffusion, while people differences require a focus on the five categories of adopters. The article describes the decision process stages of adoption, which are: awareness and knowledge, persuasion and interest, decision and assessment, implementation and exploration, and confirmation and adoption. The commercialization stage of innovation often fails to address Rogers' theories, which results in poor diffusion and adoption rates. Managing within a more fluid set of conditions is also discussed in the second post.