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The Generation of Innovations and The Innovation-Decision Process Review of Chapter 4 & 5, E.M. Rogers (DOI) Susan Murcott DLab III (SP. 723) March 8, 2007 1

The Generation of Innovations and The Innovation-Decision ... · The Innovation-Decision Process. Review of Chapter 4 & 5, E.M. Rogers (DOI) Susan Murcott. DLabIII (SP. 723) March

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Page 1: The Generation of Innovations and The Innovation-Decision ... · The Innovation-Decision Process. Review of Chapter 4 & 5, E.M. Rogers (DOI) Susan Murcott. DLabIII (SP. 723) March

The Generation of Innovations and

The Innovation-Decision Process

Review of Chapter 4 & 5, E.M. Rogers (DOI) Susan Murcott

DLab III (SP. 723)March 8, 2007 1

Page 2: The Generation of Innovations and The Innovation-Decision ... · The Innovation-Decision Process. Review of Chapter 4 & 5, E.M. Rogers (DOI) Susan Murcott. DLabIII (SP. 723) March

Innovation-Development Process -Definition

• All decisions, activities, and their impacts that occur from recognition of a need or problem, through research, development and commercialization of an innovation, through diffusion and adoption of an innovation by users to its consequences.

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Page 3: The Generation of Innovations and The Innovation-Decision ... · The Innovation-Decision Process. Review of Chapter 4 & 5, E.M. Rogers (DOI) Susan Murcott. DLabIII (SP. 723) March

What are the 6 Main Stages of the Innovation-Development Process?

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Page 4: The Generation of Innovations and The Innovation-Decision ... · The Innovation-Decision Process. Review of Chapter 4 & 5, E.M. Rogers (DOI) Susan Murcott. DLabIII (SP. 723) March

6 Main Stages of the Innovation-Development Process

1) Needs/Problems 2) Research (basic and applied)

3) Development 4) Commercialization

5) Diffusion and Adoption 6) Consequences

Time 4

Page 5: The Generation of Innovations and The Innovation-Decision ... · The Innovation-Decision Process. Review of Chapter 4 & 5, E.M. Rogers (DOI) Susan Murcott. DLabIII (SP. 723) March

Commercialization, Diffusion & Adoption and Consequences all occur after T1.

Time -------------------------- Time ------------------------

Research and Development Activities to Produce an Innovation

S-shaped Diffusion Curve

Commercialization,

Diffusion and Adoption,

Consequences

T1T2To

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Page 6: The Generation of Innovations and The Innovation-Decision ... · The Innovation-Decision Process. Review of Chapter 4 & 5, E.M. Rogers (DOI) Susan Murcott. DLabIII (SP. 723) March

Who Develops Innovations?

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Page 7: The Generation of Innovations and The Innovation-Decision ... · The Innovation-Decision Process. Review of Chapter 4 & 5, E.M. Rogers (DOI) Susan Murcott. DLabIII (SP. 723) March

Who Develops Innovations?

• Science and engineering researchers• Policy-makers (e.g.seat belts)• Manufacturers• Lead Users

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Page 8: The Generation of Innovations and The Innovation-Decision ... · The Innovation-Decision Process. Review of Chapter 4 & 5, E.M. Rogers (DOI) Susan Murcott. DLabIII (SP. 723) March

Development - Definition

• Process of putting a new idea into a form that is expected to meet the needs of potential adopters.

• Development means coming up with the chosen design and/or prototype that is “ready for manufacture” or “ready for dissemination.”

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Page 9: The Generation of Innovations and The Innovation-Decision ... · The Innovation-Decision Process. Review of Chapter 4 & 5, E.M. Rogers (DOI) Susan Murcott. DLabIII (SP. 723) March

As described both in Chapter 1 & 4, a technology usually has

2 components: matter and energy or…

• Hardware – the tool that embodies the technology as a material or physical object

• Software – the information base for the tool

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Page 10: The Generation of Innovations and The Innovation-Decision ... · The Innovation-Decision Process. Review of Chapter 4 & 5, E.M. Rogers (DOI) Susan Murcott. DLabIII (SP. 723) March

Technology Transfer (TT)– Defn. and Conventional View

• Technology transfer is the application of information to use.

• The conventional conception of TT is that it is a process through which the results of basic and applied research are put into use by “receptors.” This view implies that TT is a one-way process Also, technology is seen as mainly hardware.

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Page 11: The Generation of Innovations and The Innovation-Decision ... · The Innovation-Decision Process. Review of Chapter 4 & 5, E.M. Rogers (DOI) Susan Murcott. DLabIII (SP. 723) March

The Design Process(standard textbook version)

• Problem Definition • Idea Generation• Information Gathering • Concept Evaluation• Lab Research, Experimentation &

Analysis• Detail Design• Fabrication• Testing & Evaluation (Lab and

Field)11

Page 12: The Generation of Innovations and The Innovation-Decision ... · The Innovation-Decision Process. Review of Chapter 4 & 5, E.M. Rogers (DOI) Susan Murcott. DLabIII (SP. 723) March

Technology Transfer –2-Way Exchange

(“Co-evolutionary” - Murcott)

Technology transfer is a communication process – a 2-way exchange

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Page 13: The Generation of Innovations and The Innovation-Decision ... · The Innovation-Decision Process. Review of Chapter 4 & 5, E.M. Rogers (DOI) Susan Murcott. DLabIII (SP. 723) March

What are the 3 levels of Technology Transfer?

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Page 14: The Generation of Innovations and The Innovation-Decision ... · The Innovation-Decision Process. Review of Chapter 4 & 5, E.M. Rogers (DOI) Susan Murcott. DLabIII (SP. 723) March

3 Levels of Technology Transfer

• Knowledge – the receptor knows about the technology

• Use – the receptor has put the technology into use in his or or organization.

• Commercialization – the receptor has commercialized the technology into a product that is sold in the marketplace.

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Page 15: The Generation of Innovations and The Innovation-Decision ... · The Innovation-Decision Process. Review of Chapter 4 & 5, E.M. Rogers (DOI) Susan Murcott. DLabIII (SP. 723) March

What is technical determinism?

What is social determinism?

(What do you believe?)

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Page 16: The Generation of Innovations and The Innovation-Decision ... · The Innovation-Decision Process. Review of Chapter 4 & 5, E.M. Rogers (DOI) Susan Murcott. DLabIII (SP. 723) March

Technical Determinism

• Belief that technology causes changes in society

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Page 17: The Generation of Innovations and The Innovation-Decision ... · The Innovation-Decision Process. Review of Chapter 4 & 5, E.M. Rogers (DOI) Susan Murcott. DLabIII (SP. 723) March

Social Determinism

• Belief that technology is shaped by social factors, a product of society o causes changes in society

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Page 18: The Generation of Innovations and The Innovation-Decision ... · The Innovation-Decision Process. Review of Chapter 4 & 5, E.M. Rogers (DOI) Susan Murcott. DLabIII (SP. 723) March

Chapter 5The Generation of Innovations

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Page 19: The Generation of Innovations and The Innovation-Decision ... · The Innovation-Decision Process. Review of Chapter 4 & 5, E.M. Rogers (DOI) Susan Murcott. DLabIII (SP. 723) March

What are the 5 Stages of the Innovation-Decision Process?

Time 19

Page 20: The Generation of Innovations and The Innovation-Decision ... · The Innovation-Decision Process. Review of Chapter 4 & 5, E.M. Rogers (DOI) Susan Murcott. DLabIII (SP. 723) March

5 Stages of the Innovation-Decision Process

1) Knowledge 2) Persuasion

3) Decision4) Implementation

5) Confirmation

Time 20

Page 21: The Generation of Innovations and The Innovation-Decision ... · The Innovation-Decision Process. Review of Chapter 4 & 5, E.M. Rogers (DOI) Susan Murcott. DLabIII (SP. 723) March

In the US, in the “Knowledge Stage”

what do you think comes first,

1. The Need?2. The Awareness?

In other words, do you think we in the US are active or passive in the

process?(relates to “selective exposure”) 21

Page 22: The Generation of Innovations and The Innovation-Decision ... · The Innovation-Decision Process. Review of Chapter 4 & 5, E.M. Rogers (DOI) Susan Murcott. DLabIII (SP. 723) March

Can you think of an example where you have been influenced or have influenced someone to

try an innovation in the “persuasion stage?”

What about the decision stage?

22

Page 23: The Generation of Innovations and The Innovation-Decision ... · The Innovation-Decision Process. Review of Chapter 4 & 5, E.M. Rogers (DOI) Susan Murcott. DLabIII (SP. 723) March

Can you think of an example where you have been in the

“implementation stage?”

What about the confirmation stage?

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Page 24: The Generation of Innovations and The Innovation-Decision ... · The Innovation-Decision Process. Review of Chapter 4 & 5, E.M. Rogers (DOI) Susan Murcott. DLabIII (SP. 723) March

What experience do you have with this innovation-decision process?

LinuxSkype?

Text MessagingiPod

other?

Time 24

Page 25: The Generation of Innovations and The Innovation-Decision ... · The Innovation-Decision Process. Review of Chapter 4 & 5, E.M. Rogers (DOI) Susan Murcott. DLabIII (SP. 723) March

What are the 3 Types of Innovation Knowledge?

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Page 26: The Generation of Innovations and The Innovation-Decision ... · The Innovation-Decision Process. Review of Chapter 4 & 5, E.M. Rogers (DOI) Susan Murcott. DLabIII (SP. 723) March

3 Types of Innovation Knowledge

• Awareness• “How to”• Principles

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Page 27: The Generation of Innovations and The Innovation-Decision ... · The Innovation-Decision Process. Review of Chapter 4 & 5, E.M. Rogers (DOI) Susan Murcott. DLabIII (SP. 723) March

What is a “preventive innovation?”

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Page 28: The Generation of Innovations and The Innovation-Decision ... · The Innovation-Decision Process. Review of Chapter 4 & 5, E.M. Rogers (DOI) Susan Murcott. DLabIII (SP. 723) March

“Preventive Innovations”

• New idea that users adopt to avoid possible occurrence of some unwanted event.

• The unwanted event may or may not occur if the innovation is adopted

• The rate of adoption of preventive innovations is slower than for non-preventive innovations

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Page 29: The Generation of Innovations and The Innovation-Decision ... · The Innovation-Decision Process. Review of Chapter 4 & 5, E.M. Rogers (DOI) Susan Murcott. DLabIII (SP. 723) March

What are some generalizations about early vs. late knowers of an

innovation?

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Page 30: The Generation of Innovations and The Innovation-Decision ... · The Innovation-Decision Process. Review of Chapter 4 & 5, E.M. Rogers (DOI) Susan Murcott. DLabIII (SP. 723) March

Early vs. late knowers of an innovation. Early knowers have:

• More education;• Higher social status• More exposure to mass media• More exposure to interpersonal channels of

communication;• More contact with change agents;• More social participation;• Are more cosmopolite

(Is this true in your experience of innovations?)30

Page 31: The Generation of Innovations and The Innovation-Decision ... · The Innovation-Decision Process. Review of Chapter 4 & 5, E.M. Rogers (DOI) Susan Murcott. DLabIII (SP. 723) March

What is the Bass Forecasting Model?”

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Page 32: The Generation of Innovations and The Innovation-Decision ... · The Innovation-Decision Process. Review of Chapter 4 & 5, E.M. Rogers (DOI) Susan Murcott. DLabIII (SP. 723) March

Sustainability of an innovation

• Degree to which an innovation is continued over time after a diffusion program ends

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Page 33: The Generation of Innovations and The Innovation-Decision ... · The Innovation-Decision Process. Review of Chapter 4 & 5, E.M. Rogers (DOI) Susan Murcott. DLabIII (SP. 723) March

What is Reinvention?

Do you have any experience of it?

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Page 34: The Generation of Innovations and The Innovation-Decision ... · The Innovation-Decision Process. Review of Chapter 4 & 5, E.M. Rogers (DOI) Susan Murcott. DLabIII (SP. 723) March

Mass Media vs. Interpersonal Channels

Generalization: Mass mediachannels are relatively more important at the knowledge stage, and interpersonal channels are relatively more important at the persuasion stage in the innovation-decision process.

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Page 35: The Generation of Innovations and The Innovation-Decision ... · The Innovation-Decision Process. Review of Chapter 4 & 5, E.M. Rogers (DOI) Susan Murcott. DLabIII (SP. 723) March

MIT OpenCourseWare http://ocw.mit.edu

EC.715 D-Lab: Disseminating Innovations for the Common Good Spring 2007

For information about citing these materials or our Terms of Use, visit: http://ocw.mit.edu/terms.