Clase 8 IMDT Mark Cavender

1. Innovation and its dissemination
Mark Cavender
Innovation, Markets and the Consumer

2. Objective
 Understand the concept of diffusion of innovations and features in
the market and products that promote / hinder
2

3.  Diffusion of Innovation – an Historical Perspective
 Diffusion of Innovation and the Technology Adoption Life Cycle
 Technology Examples
3

4. Agenda
 Diffusion of Innovation – an Historical Perspective
 Diffusion of Innovation and the Technology Adoption Life Cycle
 Technology Examples
4

5. What is Diffusion of an Innovation
 The process by which that innovation “is communicated through
certain channels over time among the members of a social system”
(Rogers, 1983)
5

6. 4 Key Elements in the Diffusion Process
 Innovation
 Channels of communication
 Time
 Social system
6

7. Attributes of Innovations
 Relative advantage
 Compatibility
 Complexity
 Trialability
 Observability
 Re-inventability
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8. Everett Rogers
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9. Everett Rogers Video
 http://vimeo.com/54414758
 04:58- 07:53
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10.  Diffusion of Innovation – an Historical Perspective
 Diffusion of Innovation and the Technology Adoption Life Cycle
 Technology Examples
10

11. Techies
Try it!
Pragmatists
Stick with the herd!
Skeptics
No way!
Visionaries
Get ahead of the herd!
Adoption Patterns
Conservatives
Status quo is OK – move only
when necessary!
This initial adoption pattern is known as the Technology Adoption Life Cycle.
11

12. Video – iPad in the Classroom
http://www.youtube.com/watch?v=ePOCAAzkakY
12

13.  Diffusion of Innovation – an Historical Perspective
 Diffusion of Innovation and the Technology Adoption Life Cycle
 Technology Examples
13

14. Consumers Are Here
Technology Adoption
Life Cycle
Indefinitely elastic
middle period
MarketGrowth
Time
Main Street
Thriving Market
Maturing Market
Declining Market
Fault
Line!
End of Life
Early
Market Bowling Alley
Tornado
14

15. Technology Adoption
Life Cycle
Indefinitely elastic
middle period
MarketGrowth
Time
Main Street
Thriving Market
Maturing Market
Declining Market
Fault
Line!
End of Life
Early
Market Bowling Alley
Tornado
The “Evil Kneivel” Approach (not
recommended)
15

16. Consumer Electronics
16

17. Wearables
17

18. 3-D Printing
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19. 4K
19

20. Samsung Video
 http://www.youtube.com/watch?v=IAdY6cE_4tk
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21. Cross the Chasm via B2B
First if Possible
 Focus on a single customer segment and build whole
product for that segment
 Use experience and product to move to similar
segments
The “Beachhead” segment
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22. In Conclusion
 Diffusion of innovation research by Everett Rogers kick-started
adoption of disruptive innovations
 The Technology Adoption Life Cycle models how businesses and
consumers adopt
 Most disruptive innovations should be targeted at business first if
possible
22

23. Mark Cavender
mcavender@chasminstitute.com

24. Dr. Carlos Téllez
carlos.tellez.martinez@itesm.mx

25. Lic. Sergio García
Profesor Tutor

26. Lic. Sergio García
sagm@itesm.mx

27. Derechos Reservados 2015 Tecnológico de Monterrey
Prohibida la reproducción total o parcial de esta obra
sin expresa autorización del Tecnológico de Monterrey.
Derechos Reservados 2015 Tecnológico de Monterrey
Prohibida la reproducción total o parcial de esta obra
sin expresa autorización del Tecnológico de Monterrey.