Elizabeth Leonard and Betsy Clementson, Hunter Library, Western Carolina University

1. BUSINESS LIBRARIANS AND
ENTREPRENEURSHIP
Innovative Trends and Characteristics
Elisabeth Leonard
Betsy Clementson
Hunter Library
Western Carolina University

2. IN THE BEGINNING
 Rogers’ Diffusion of Innovations (2003).
 “an idea, practice, or object that is perceived as
new by an individual or other unit of adoption”
 Elisabeth Leonard (!)
 Innovation is the adoption of a new idea, service
or product that provides value to the adopter.
 Little research exists on innovation within
libraries; less on innovativeness within libraries
 We wanted to know how innovative are we
(librarians) really…at work

3. METHODOLOGY:
GROUNDED THEORY
 “A qualitative research method that uses a
systematic set of procedures to develop an
inductively derived grounded theory about a
phenomenon.”
Strauss, A. & Corbin, J. (1990). Basics of qualitative research:
Grounded theory procedures and techniques. Newbury Park: Sage.
 Provides building blocks on which theory can be
constructed (no initial hypothesis)
 Procedures so far: survey with a mix of open
ended and Likert scale questions
 To follow: interviews with managers,
document analysis (mission statements, strategic
plans, etc.)

4. METHODOLOGY:
PARTICIPANTS
 Web survey of business librarians associated
with the ten schools listed in America’s Best
Graduate Schools
 Received IRB approval (and consent from
participants)
 Identified librarians via library websites
 90% response rate for the schools/
38% response rate for individuals

5. PARTICIPANTS
 Babson College
 UC Berkeley
 Harvard University
 IUPUI (Indiana University-Purdue University)
 MIT (Massachusetts Institute of Technology)
 Stanford University
 University of Southern California
 University of Texas at Austin
 University of Pennsylvania
University of
Arizona did
not
participate

6. ADOPTERS
Rabina & Walczyk.
2007. Information
professionals’ attitude
toward the adoption of
innovations in
everyday life.
Information
Research, 12(4), 1‐15.
innovators early adopters early majority late majority laggards
2.50%
13.50%
34% 34%
16%
3.60%
24.60%
17.20%
37%
17.70%
42.00% 42.00%
5%
11%
0%
Rogers Rabina & Walczyk 2007 Leonard & Clementson 2011

7. ANOTHER VIEW OF OUR
RESULTS
 Not all our participants were easily typecast!
 Warning: results can vary by innovation
74%
79%
21%
21%
0%
Innovator
Early adopter
Early majority
Late majority
Laggard

8. INNOVATORS: VENTURESOME
 “They are very eager to try new
ideas.”
 “…must be able to cope with a
high degree of uncertainty about
an innovation…”

9. INNOVATORS: VENTURESOME
2.50%
13.50%
34% 34%
16%
3.60%
24.60%
17.20%
37%
17.70%
42.00% 42.00%
5%
11%
0%
Rogers Rabina & Walczyk 2007 Leonard & Clementson 2011
Laggards
Innovator Early adopter Early majority Late majority

10. EARLY ADOPTERS:
RESPECTABLE
 “…has the greatest degree of
opinion leadership in most social
systems.”
 “…the role of the early adopter is
to decrease uncertainty about a
new idea by adopting it…”

11. EARLY ADOPTERS:
RESPECTABLE
2.50%
13.50%
34% 34%
16%
3.60%
24.60%
17.20%
37%
17.70%
42.00% 42.00%
5%
11%
0%
Rogers Rabina & Walczyk 2007 Leonard & Clementson 2011
LaggardsInnovator Early adopter Early majority Late majority

12. EARLY MAJORITY: DELIBERATE
 “They follow with deliberate
willingness in adopting
innovations, but seldom lead.”

13. EARLY MAJORITY: DELIBERATE
2.50%
13.50%
34% 34%
16%
3.60%
24.60%
17.20%
37%
17.70%
42.00% 42.00%
5%
11%
0%
Rogers Rabina & Walczyk 2007 Leonard & Clementson 2011
LaggardsInnovator Early adopter Early majority Late majority

14. LATE MAJORITY: SKEPTICAL
 “The weight of social norms must
definitely favor the innovation
before the late majority are
convinced.”

15. LATE MAJORITY: SKEPTICAL
2.50%
13.50%
34% 34%
16%
3.60%
24.60%
17.20%
37%
17.70%
42.00% 42.00%
5%
11%
0%
Rogers Rabina & Walczyk 2007 Leonard & Clementson 2011
LaggardsInnovator Early adopter Early majority Late majority

16. LAGGARDS: TRADITIONAL
 “The point of reference for the
laggard is the past.”
 “…precarious economic position”

17. LAGGARDS: TRADITIONAL
2.50%
13.50%
34% 34%
16%
3.60%
24.60%
17.20%
37%
17.70%
42.00% 42.00%
5%
11%
0%
Rogers Rabina & Walczyk 2007 Leonard & Clementson 2011
LaggardsInnovator Early adopter Early majority Late majority

18. AND THIS AFFECTS ME
…….HOW?!
Rabina & Walczyk.
2007. Information
professionals’ attitude
toward the adoption of
innovations in
everyday life.
Information
Research, 12(4), 1‐15.
innovators early adopters early majority late majority laggards
2.50%
13.50%
34% 34%
16%
3.60%
24.60%
17.20%
37%
17.70%
42.00% 42.00%
5%
11%
0%
Rogers Rabina & Walczyk 2007 Leonard & Clementson 2011

19. DIFFUSING INNOVATIONS:
KEY PLAYERS
 Look internally and externally for influencers
 Innovators, early adopters, and early majority
 Change agents
 Managers
 Institutional inertia inhibits risk-taking
 [where I work, there is a] culture to support risk-taking.
 I am rarely taken seriously when talking about the use
and benefits of new products and services.
 I don't have enough time to experiment and try out new
tools or services
 Think about the message you are sending…and the one
you are receiving

20. WHAT’S NEXT?
 Begin a real discussion
 Expand survey?
 National definition of
innovation?

21. CHECK US OUT