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Innovation Diffusion     Theories
What is meant by diffusion          theories?                    • Theories that try to explain how an  innovation is “di...
Why are we interested in       diffusion theories?                          The Study of how and why consumer buy goods ...
Rogers Diffusion Theory                          Everett Rogers: credited of introducing the diffusion  theory to the Bu...
Cont. Rogers Diffusion Theory He plotted his theory on the s-curve cumulative basis                          
Cont. Rogers Diffusion             Theory                         Rogers classified different adopters based on their  s...
Cont. Rogers Diffusion       Theory         
Moore’s Chasm     
Pause for thought                        Given that internet banking has been   available for over ten years do you think...
Given that internet banking has been available for   over ten years do you think internet banking has                  cro...
Is it always just a matter of time and so long as youare patient products will always eventually succeed?                 ...
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Paul Trott, Innovation Management and New Product development 4th Edition, Chapter 2: Innovation Diffusion Theories

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Paul Trott, Innovation Management and New Product development 4th Edition, Chapter 2: : Innovation Diffusion Theories

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Paul Trott, Innovation Management and New Product development 4th Edition, Chapter 2: Innovation Diffusion Theories

  1. 1. Innovation Diffusion Theories
  2. 2. What is meant by diffusion theories? • Theories that try to explain how an innovation is “diffused” spreads in a social system over time.• The adoption of an innovation is part of a wider diffusion process.
  3. 3. Why are we interested in diffusion theories?  The Study of how and why consumer buy goods and services falls within the area of consumer buyer behavior, and there many textbooks that deals with the subject in details. The reason is just to introduce the reader to the body of research of how and why some new innovation products are successful and some are not.
  4. 4. Rogers Diffusion Theory  Everett Rogers: credited of introducing the diffusion theory to the Business community. He applied his theory to new product innovations in the market He was able to demonstrate different categories of consumers on the basis of relative time of adoption.
  5. 5. Cont. Rogers Diffusion Theory He plotted his theory on the s-curve cumulative basis 
  6. 6. Cont. Rogers Diffusion Theory  Rogers classified different adopters based on their standard deviation positions from the mean time of innovation He utilized the average and a normal distribution of adopters in order to group them into five categories
  7. 7. Cont. Rogers Diffusion Theory 
  8. 8. Moore’s Chasm 
  9. 9. Pause for thought  Given that internet banking has been available for over ten years do you thinkinternet banking has crossed the ‘chasm’? Isit always just a matter of time and so long as you are patient products will always eventually succeed?
  10. 10. Given that internet banking has been available for over ten years do you think internet banking has crossed the ‘chasm’?  No, I don’t think it has crossed the “chasm”, because in my opinion it is still in its early stages, it has more time to expand, in addition to that still it has not been popular because of mistrust that exists among people about doing their business online.
  11. 11. Is it always just a matter of time and so long as youare patient products will always eventually succeed?  In theory this may be true or partly true at least but the main problem here of course is that firms and their shareholders do not have unlimited time and require a return on their investment. It is certainly true that many products have taken a long time to be successful. All the electronics goods in Figure 2.4, page 58 show that from launch to 70% penetration can be more than 20 years as is the case for the personal computer.

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