Diffusion innovation myths_realities

Diffusion of innovation:myths and realitiesDAVID ALBURY

Meta-mythPrivate sector is innovative, public sector is not but innovation in the public sector tends to stay locked on location – hence the focus on ‘diffusion’

Diffusion of innovation:five myths, five realities

Myth 1Diffusion is (just) an informational problem

Myth 2The dominant mechanism of diffusion is transfer

Myth 3Innovation and diffusion are separate and sequential processes

Myth 4Increasing the pipeline of innovation will increase diffusion

Myth 5Professionals are the key agents of diffusion

Reality 1Diffusion is NOT (just) an informational problemRadical innovation requires organisational & behavioural change though granular comparative performance information is a powerful driver

Reality 2The dominant mechanism of diffusion is NOT transferRadical innovation diffuses through scale, spread & displacement hence sectoral and market regulation is key accelerator (or inhibitor)

Reality 3Innovation and diffusion are NOT separate and sequential processes“innofusion”: re-iteration, a social, not technical process critical to have diffusion strategy from the outset

Reality 4Increasing the pipeline of innovation will NOT increase diffusionOver-focus on supply side: insufficient attention to demand side rewards and incentives for organisations, teams and individuals, and …

Reality 5Professionals are NOT the key agents of diffusionMobilise demand side: user networks and organisations build alliances between internal (professional) & external (user) networks

Thank youdavidalbury@btinternet.com www.innovationunit.org

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Diffusion innovation myths_realities

by Innovation Unit on Feb 06, 2012

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