EVERETT M. ROGERS

PREPARED BYSHOTHEESH CHOORAPRA

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

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

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

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.

Stages in Diffusion of innovation

1. Innovators2. Early adopters3. Early majority4. Late majority5. Laggards.

curve

Rogers' Diffusion of Innovation Curve

DIFFUSION PROCESS

Innovation Channels Of

communicationSocial system Time

InnovationIt 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.

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.

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

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 categories3.The rate of adoption.

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.

Innovation Decision Process

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:

https://www.youtube.com/watch?v=fW8amMCVAJQ