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diffusion of Innovation everett rogers


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diffusion of Innovation Everett rogers

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diffusion of Innovation everett rogers

  2. 2. CONTENTS • What is innovation • Diffusion of innovation • Diffusion and adoption of innovation • Stages in Diffusion of innovation • Diffusion of Innovation Curve • Diffusion Process • Adoption • Innovation Decision Process • Conclusion
  3. 3. What is Innovation??? Transformation of an idea into something useful. There are two different kinds of innovations 1.New things 2.Development of new things
  4. 4. Diffusion of innovation “Diffusion is the process by which an innovation is communicated through media over time among members of a social system”. Everett Rogers
  5. 5. Diffusion and Adoption of Innovation • Diffusion is a macro process concerned with the spread of a new product from its source to the consuming public. • Adoption is a micro process that focuses on the stages through which an individual consumer passes when deciding to accept or reject a new product.
  6. 6. Stages in Diffusion of innovation 1. Innovators 2. Early adopters 3. Early majority 4. Late majority 5. Laggards.
  7. 7. curve
  8. 8. Rogers' Diffusion of Innovation Curve
  9. 9. DIFFUSION PROCESS Innovation Channels Of communication Social system Time
  10. 10. Innovation It is any idea or product perceived by the potential adopter to be new. New products are ideas, behavior or things that are qualitatively different from existing forms.
  11. 11. Channels of Communication • How quickly innovation spread depends on channel on communication. • Correct communication channels used during the process of diffusion, oriented towards behaviour and preferences of the target category of adopters • Internet, TV, radio, banners, Sms, News papers, e- Commerce.
  12. 12. Social System • It is a physical, social or cultural environment in which people belong and within which they function: • It can be of two type : I. Traditional social system II. Modern social system
  13. 13. Time • Backbone of diffusion process. • it spread the study of diffusion in three distinct ways : 1.The amount of purchase time. 2.The identification of adopter categories 3.The rate of adoption.
  14. 14. Adoption • Adoption is a major step in the diffusion of innovation • Its is how consumer decides whether try or not to try and adopt innovative product/services.
  15. 15. Innovation Decision Process
  16. 16. CONCLUSION Diffusion of Innovations seeks to explain how innovations are taken up in a population. An innovation is an idea, behavior, or object that is perceived as new by its audience. diffusion in action: