Session 1 of the Technology & Innovation Management Course. Content: intro to innovation management, diffusion of innovation, types of innovation.

1. Technology & Innovation
Management Course
-
Session 1

2. 1. Intro to Innovation Management
2. Types of Innovation
3. Diffusion of Innovation

3. Types of Innovation
Don’t generalize innovation!

4. Source: L. Keeley

5. According to Impact
Source: C.M..Christensen

6. According to Impact
Sustaining
Source: C.M..Christensen

7. According to Impact
Sustaining
Source: C.M..Christensen
An innovation that does not affect existing
markets.

8. According to Impact
Sustaining
Source: C.M..Christensen
An innovation that does not affect existing
markets.

9. According to Impact
Sustaining
Source: C.M..Christensen

10. According to Impact
Source: C.M..Christensen

11. According to Impact
Source: C.M..Christensen

12. According to Impact
Evolutionary
Source: C.M..Christensen

13. According to Impact
Evolutionary
Source: C.M..Christensen
An innovation that improves a product in
an existing market in ways that customers
are expecting.

14. According to Impact
Evolutionary
Source: C.M..Christensen
An innovation that improves a product in
an existing market in ways that customers
are expecting.

15. According to Impact
Evolutionary
Source: C.M..Christensen

16. According to Impact
Source: C.M..Christensen

17. According to Impact
Source: C.M..Christensen

18. According to Impact
Revolutionary
Source: C.M..Christensen

19. According to Impact
Revolutionary
Source: C.M..Christensen
An innovation that is unexpected, but
nevertheless does not affect existing
markets.

20. According to Impact
Revolutionary
Source: C.M..Christensen
An innovation that is unexpected, but
nevertheless does not affect existing
markets.

21. According to Impact
Revolutionary
Source: C.M..Christensen

22. According to Impact
Source: C.M..Christensen

23. According to Impact
Source: C.M..Christensen

24. According to Impact
Disruptive
Source: C.M..Christensen

25. According to Impact
Disruptive
Source: C.M..Christensen
An innovation that creates a new market by
applying a different set of values, which
ultimately (and unexpectedly) overtakes an
existing market.

26. According to Impact
Disruptive
Source: C.M..Christensen
An innovation that creates a new market by
applying a different set of values, which
ultimately (and unexpectedly) overtakes an
existing market.

27. Source: B.Cooper

28. James’ Reading List

29. Diffusion of Innovation
How, why, and at what rate
new ideas and technologies
spread through cultures.

30. Elements of Diffusion
Source: E.M.Rogers

31. Elements of Diffusion
Innovation
Source: E.M.Rogers

32. Elements of Diffusion
Innovation
Adopters
Source: E.M.Rogers

33. Elements of Diffusion
Innovation
Adopters
Communication Channels
Source: E.M.Rogers

34. Elements of Diffusion
Innovation
Adopters
Communication Channels
Time
Source: E.M.Rogers

35. Elements of Diffusion
Innovation
Adopters
Communication Channels
Time
Social System
Source: E.M.Rogers

36. Elements of Diffusion
Adopters
Communication Channels
Time
Social System
Source: E.M.Rogers

37. Elements of Diffusion
Any idea, practice, or object that is perceived as new by an individual or other unit of
adoption could be considered an innovation (product, process, business model etc.)
Adopters
Communication Channels
Time
Social System
Source: E.M.Rogers

38. Elements of Diffusion
Any idea, practice, or object that is perceived as new by an individual or other unit of
adoption could be considered an innovation (product, process, business model etc.)
Communication Channels
Time
Social System
Source: E.M.Rogers

39. Elements of Diffusion
Any idea, practice, or object that is perceived as new by an individual or other unit of
adoption could be considered an innovation (product, process, business model etc.)
Minimal unit of analysis. Adopters can be individuals, but can also be organizations
(businesses, schools, hospitals, etc.), clusters within social networks, or countries
Communication Channels
Time
Social System
Source: E.M.Rogers

40. Elements of Diffusion
Any idea, practice, or object that is perceived as new by an individual or other unit of
adoption could be considered an innovation (product, process, business model etc.)
Minimal unit of analysis. Adopters can be individuals, but can also be organizations
(businesses, schools, hospitals, etc.), clusters within social networks, or countries
Time
Social System
Source: E.M.Rogers

41. Elements of Diffusion
Any idea, practice, or object that is perceived as new by an individual or other unit of
adoption could be considered an innovation (product, process, business model etc.)
Minimal unit of analysis. Adopters can be individuals, but can also be organizations
(businesses, schools, hospitals, etc.), clusters within social networks, or countries
Communication channels allow the transfer of information from one unit to the other.
Communication patterns or capabilities must be established between parties as a minimum
for diffusion to occur.
Time
Social System
Source: E.M.Rogers

42. Elements of Diffusion
Any idea, practice, or object that is perceived as new by an individual or other unit of
adoption could be considered an innovation (product, process, business model etc.)
Minimal unit of analysis. Adopters can be individuals, but can also be organizations
(businesses, schools, hospitals, etc.), clusters within social networks, or countries
Communication channels allow the transfer of information from one unit to the other.
Communication patterns or capabilities must be established between parties as a minimum
for diffusion to occur.
Social System
Source: E.M.Rogers

43. Elements of Diffusion
Any idea, practice, or object that is perceived as new by an individual or other unit of
adoption could be considered an innovation (product, process, business model etc.)
Minimal unit of analysis. Adopters can be individuals, but can also be organizations
(businesses, schools, hospitals, etc.), clusters within social networks, or countries
Communication channels allow the transfer of information from one unit to the other.
Communication patterns or capabilities must be established between parties as a minimum
for diffusion to occur.
Time is necessary for innovations to be adopted; rarely adopted instantaneously.
Social System
Source: E.M.Rogers

44. Elements of Diffusion
Any idea, practice, or object that is perceived as new by an individual or other unit of
adoption could be considered an innovation (product, process, business model etc.)
Minimal unit of analysis. Adopters can be individuals, but can also be organizations
(businesses, schools, hospitals, etc.), clusters within social networks, or countries
Communication channels allow the transfer of information from one unit to the other.
Communication patterns or capabilities must be established between parties as a minimum
for diffusion to occur.
Time is necessary for innovations to be adopted; rarely adopted instantaneously.
Source: E.M.Rogers

45. Elements of Diffusion
Source: E.M.Rogers
Any idea, practice, or object that is perceived as new by an individual or other unit of
adoption could be considered an innovation (product, process, business model etc.)
Minimal unit of analysis. Adopters can be individuals, but can also be organizations
(businesses, schools, hospitals, etc.), clusters within social networks, or countries
Communication channels allow the transfer of information from one unit to the other.
Communication patterns or capabilities must be established between parties as a minimum
for diffusion to occur.
Time is necessary for innovations to be adopted; rarely adopted instantaneously.
Combination of external influences (mass media, organizational or governmental mandates)
and internal influences (social relationships, social networks, opinion leaders, influencers).

46. Process of Diffusion
Source: E.M.Rogers
Diffusion occurs through a five–step decision-making process:

47. Process of Diffusion
Diffusion occurs through a five–step decision-making process:
Knowledge
Source: E.M.Rogers

48. Process of Diffusion
Diffusion occurs through a five–step decision-making process:
Knowledge
Persuasion
Source: E.M.Rogers

49. Process of Diffusion
Diffusion occurs through a five–step decision-making process:
Knowledge
Persuasion
Decision
Source: E.M.Rogers

50. Process of Diffusion
Diffusion occurs through a five–step decision-making process:
Knowledge
Persuasion
Decision
Implementation
Source: E.M.Rogers

51. Process of Diffusion
Diffusion occurs through a five–step decision-making process:
Knowledge
Persuasion
Decision
Implementation
Confirmation
Source: E.M.Rogers

52. Process of Diffusion
Diffusion occurs through a five–step decision-making process:
Persuasion
Decision
Implementation
Confirmation
Source: E.M.Rogers

53. Process of Diffusion
Diffusion occurs through a five–step decision-making process:
The individual is first exposed to an innovation, but lacks information about it. In this stage
the individual has not yet been inspired to find out more information about the innovation.
Persuasion
Decision
Implementation
Confirmation
Source: E.M.Rogers

54. Process of Diffusion
Diffusion occurs through a five–step decision-making process:
The individual is first exposed to an innovation, but lacks information about it. In this stage
the individual has not yet been inspired to find out more information about the innovation.
Decision
Implementation
Confirmation
Source: E.M.Rogers

55. Process of Diffusion
Diffusion occurs through a five–step decision-making process:
The individual is first exposed to an innovation, but lacks information about it. In this stage
the individual has not yet been inspired to find out more information about the innovation.
The individual is interested in the innovation and actively seeks related information/details.
Decision
Implementation
Confirmation
Source: E.M.Rogers

56. Process of Diffusion
Diffusion occurs through a five–step decision-making process:
The individual is first exposed to an innovation, but lacks information about it. In this stage
the individual has not yet been inspired to find out more information about the innovation.
The individual is interested in the innovation and actively seeks related information/details.
Implementation
Confirmation
Source: E.M.Rogers

57. Process of Diffusion
Diffusion occurs through a five–step decision-making process:
The individual is first exposed to an innovation, but lacks information about it. In this stage
the individual has not yet been inspired to find out more information about the innovation.
The individual is interested in the innovation and actively seeks related information/details.
Individual takes the concept of the change and weighs the advantages/disadvantages of
using the innovation & decides whether to adopt or reject the innovation. Stage has
individualistic nature, hence the most difficult stage on which to acquire empirical evidence.
Implementation
Confirmation
Source: E.M.Rogers

58. Process of Diffusion
Diffusion occurs through a five–step decision-making process:
The individual is first exposed to an innovation, but lacks information about it. In this stage
the individual has not yet been inspired to find out more information about the innovation.
The individual is interested in the innovation and actively seeks related information/details.
Individual takes the concept of the change and weighs the advantages/disadvantages of
using the innovation & decides whether to adopt or reject the innovation. Stage has
individualistic nature, hence the most difficult stage on which to acquire empirical evidence.
Confirmation
Source: E.M.Rogers

59. Process of Diffusion
Diffusion occurs through a five–step decision-making process:
The individual is first exposed to an innovation, but lacks information about it. In this stage
the individual has not yet been inspired to find out more information about the innovation.
The individual is interested in the innovation and actively seeks related information/details.
Individual takes the concept of the change and weighs the advantages/disadvantages of
using the innovation & decides whether to adopt or reject the innovation. Stage has
individualistic nature, hence the most difficult stage on which to acquire empirical evidence.
Individual employs the innovation to a varying degree depending on the situation.
Determines the usefulness of the innovation and may search for further information about it.
Confirmation
Source: E.M.Rogers

60. Process of Diffusion
Source: E.M.Rogers
Diffusion occurs through a five–step decision-making process:
The individual is first exposed to an innovation, but lacks information about it. In this stage
the individual has not yet been inspired to find out more information about the innovation.
The individual is interested in the innovation and actively seeks related information/details.
Individual takes the concept of the change and weighs the advantages/disadvantages of
using the innovation & decides whether to adopt or reject the innovation. Stage has
individualistic nature, hence the most difficult stage on which to acquire empirical evidence.
Individual employs the innovation to a varying degree depending on the situation.
Determines the usefulness of the innovation and may search for further information about it.

61. Process of Diffusion
Source: E.M.Rogers
Diffusion occurs through a five–step decision-making process:
The individual is first exposed to an innovation, but lacks information about it. In this stage
the individual has not yet been inspired to find out more information about the innovation.
The individual is interested in the innovation and actively seeks related information/details.
Individual takes the concept of the change and weighs the advantages/disadvantages of
using the innovation & decides whether to adopt or reject the innovation. Stage has
individualistic nature, hence the most difficult stage on which to acquire empirical evidence.
Individual employs the innovation to a varying degree depending on the situation.
Determines the usefulness of the innovation and may search for further information about it.
Individual finalizes his decision to continue using the innovation. This stage is both
intrapersonal and interpersonal, confirmation the group has made the right decision.

62. Adopter Categories
Source: E.M.Rogers

63. Adopter Categories
Innovators
Source: E.M.Rogers

64. Adopter Categories
Innovators
Early Adopters
Source: E.M.Rogers

65. Adopter Categories
Innovators
Early Adopters
Early Majority
Source: E.M.Rogers

66. Adopter Categories
Innovators
Early Adopters
Early Majority
Late Majority
Source: E.M.Rogers

67. Adopter Categories
Innovators
Early Adopters
Early Majority
Late Majority
Laggards
Source: E.M.Rogers

68. Adopter Categories
Innovators
Early Adopters
Early Majority
Late Majority
Laggards
Leapfroggers
Source: E.M.Rogers

69. Adopter Categories
Early Adopters
Early Majority
Late Majority
Laggards
Leapfroggers
Source: E.M.Rogers

70. Adopter Categories
Willing to take risks, have high social status, have financial liquidity, are social and have
closest contact to scientific sources and interaction with other innovators. Risk tolerant.
Early Adopters
Early Majority
Late Majority
Laggards
Leapfroggers
Source: E.M.Rogers

71. Adopter Categories
Willing to take risks, have high social status, have financial liquidity, are social and have
closest contact to scientific sources and interaction with other innovators. Risk tolerant.
Early Majority
Late Majority
Laggards
Leapfroggers
Source: E.M.Rogers

72. Adopter Categories
Willing to take risks, have high social status, have financial liquidity, are social and have
closest contact to scientific sources and interaction with other innovators. Risk tolerant.
Have highest degree of opinion leadership among the adopter categories. Have a higher
social status, financial liquidity, advanced education and are more socially forward than late
adopters. More discreet in adoption choices than innovators.
Early Majority
Late Majority
Laggards
Leapfroggers
Source: E.M.Rogers

73. Adopter Categories
Willing to take risks, have high social status, have financial liquidity, are social and have
closest contact to scientific sources and interaction with other innovators. Risk tolerant.
Have highest degree of opinion leadership among the adopter categories. Have a higher
social status, financial liquidity, advanced education and are more socially forward than late
adopters. More discreet in adoption choices than innovators.
Late Majority
Laggards
Leapfroggers
Source: E.M.Rogers

74. Adopter Categories
Willing to take risks, have high social status, have financial liquidity, are social and have
closest contact to scientific sources and interaction with other innovators. Risk tolerant.
Have highest degree of opinion leadership among the adopter categories. Have a higher
social status, financial liquidity, advanced education and are more socially forward than late
adopters. More discreet in adoption choices than innovators.
Adopt innovation after a varying degree of time that is significantly longer than the innovators
and early adopters. Above average social status, contact with early adopters and seldom
hold some opinion leadership.
Late Majority
Laggards
Leapfroggers
Source: E.M.Rogers

75. Adopter Categories
Willing to take risks, have high social status, have financial liquidity, are social and have
closest contact to scientific sources and interaction with other innovators. Risk tolerant.
Have highest degree of opinion leadership among the adopter categories. Have a higher
social status, financial liquidity, advanced education and are more socially forward than late
adopters. More discreet in adoption choices than innovators.
Adopt innovation after a varying degree of time that is significantly longer than the innovators
and early adopters. Above average social status, contact with early adopters and seldom
hold some opinion leadership.
Laggards
Leapfroggers
Source: E.M.Rogers

76. Adopter Categories
Willing to take risks, have high social status, have financial liquidity, are social and have
closest contact to scientific sources and interaction with other innovators. Risk tolerant.
Have highest degree of opinion leadership among the adopter categories. Have a higher
social status, financial liquidity, advanced education and are more socially forward than late
adopters. More discreet in adoption choices than innovators.
Adopt innovation after a varying degree of time that is significantly longer than the innovators
and early adopters. Above average social status, contact with early adopters and seldom
hold some opinion leadership.
Adopt innovation after the average participant. High degree of skepticism and after the
majority of society has adopted the innovation. Typically skeptical about an innovation, have
below average social status, little financial liquidity, little opinion leadership.
Laggards
Leapfroggers
Source: E.M.Rogers

77. Adopter Categories
Willing to take risks, have high social status, have financial liquidity, are social and have
closest contact to scientific sources and interaction with other innovators. Risk tolerant.
Have highest degree of opinion leadership among the adopter categories. Have a higher
social status, financial liquidity, advanced education and are more socially forward than late
adopters. More discreet in adoption choices than innovators.
Adopt innovation after a varying degree of time that is significantly longer than the innovators
and early adopters. Above average social status, contact with early adopters and seldom
hold some opinion leadership.
Adopt innovation after the average participant. High degree of skepticism and after the
majority of society has adopted the innovation. Typically skeptical about an innovation, have
below average social status, little financial liquidity, little opinion leadership.
Leapfroggers
Source: E.M.Rogers

78. Adopter Categories
Willing to take risks, have high social status, have financial liquidity, are social and have
closest contact to scientific sources and interaction with other innovators. Risk tolerant.
Have highest degree of opinion leadership among the adopter categories. Have a higher
social status, financial liquidity, advanced education and are more socially forward than late
adopters. More discreet in adoption choices than innovators.
Adopt innovation after a varying degree of time that is significantly longer than the innovators
and early adopters. Above average social status, contact with early adopters and seldom
hold some opinion leadership.
Adopt innovation after the average participant. High degree of skepticism and after the
majority of society has adopted the innovation. Typically skeptical about an innovation, have
below average social status, little financial liquidity, little opinion leadership.
Show little to no opinion leadership. Typically have an aversion to change-agents, tend to be
focused on "traditions", lowest social status, lowest financial liquidity, oldest among
adopters.
Leapfroggers
Source: E.M.Rogers

79. Adopter Categories
Source: E.M.Rogers
Willing to take risks, have high social status, have financial liquidity, are social and have
closest contact to scientific sources and interaction with other innovators. Risk tolerant.
Have highest degree of opinion leadership among the adopter categories. Have a higher
social status, financial liquidity, advanced education and are more socially forward than late
adopters. More discreet in adoption choices than innovators.
Adopt innovation after a varying degree of time that is significantly longer than the innovators
and early adopters. Above average social status, contact with early adopters and seldom
hold some opinion leadership.
Adopt innovation after the average participant. High degree of skepticism and after the
majority of society has adopted the innovation. Typically skeptical about an innovation, have
below average social status, little financial liquidity, little opinion leadership.
Show little to no opinion leadership. Typically have an aversion to change-agents, tend to be
focused on "traditions", lowest social status, lowest financial liquidity, oldest among
adopters.

80. Adopter Categories
Willing to take risks, have high social status, have financial liquidity, are social and have
closest contact to scientific sources and interaction with other innovators. Risk tolerant.
Have highest degree of opinion leadership among the adopter categories. Have a higher
social status, financial liquidity, advanced education and are more socially forward than late
adopters. More discreet in adoption choices than innovators.
Adopt innovation after a varying degree of time that is significantly longer than the innovators
and early adopters. Above average social status, contact with early adopters and seldom
hold some opinion leadership.
Adopt innovation after the average participant. High degree of skepticism and after the
majority of society has adopted the innovation. Typically skeptical about an innovation, have
below average social status, little financial liquidity, little opinion leadership.
Show little to no opinion leadership. Typically have an aversion to change-agents, tend to be
focused on "traditions", lowest social status, lowest financial liquidity, oldest among
adopters.
They often skip several generations in order to reach the most recent technologies.
Source: E.M.Rogers

81. Rate of Adoption
Source: E.M.Rogers

82. James’ Reading List

83. Clear?
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