Free Essay

The Diffusion of Innovation Theory

In:

Submitted By jordensmom
Words 1391
Pages 6
Nicole Whaley
May 11, 2011
Com-126 Comm. and the Media
Dr. Susan Montjar, APR

“The Water Car”

A good candidate that I believe can be used to exemplify the Roger’s Diffusion of Innovations Theory would be a vehicle that runs on water. It would cut down the cost of gas and allow individuals to drive more efficiently without the worry of costly gasoline pieces. I would design the car to be able to run on gas as well, but if and when the vehicle was out of gasoline, the car would automatically switch to water. It would be design to be ran manually so that the owner had a choice of driving the car on water alone without ever using gas. This would enable the owner to keep the environment clean and sanitary. The people most likely to be receivers of this innovation would be the young to middle age people whose concerns for their pockets and the environment was of great matter. I would predict that those individuals would become my first time buyers. People that have families to support and are in constant commute, back and forth, to work. Individuals, who are economically stable, but still experience hardships when trying to fit the cost of gas into their family budget. People who need standard of living changes that will improve their responsibility to our environment all while still allowing themselves the ease of their current way of living. If I had to give them titles, they would be business-orientated, focus on maintaining their current status and still helping their environment along with their bank accounts. Individuals who want to make a difference in the air quality. These particular groups of people would have to be open to change, especially when this type of change doesn’t affect their personal convince but improves their green thumbprint. The Water Car will appeal to everyone’s sense of responsibility, reliability, as well as efficiency and overall straightforwardness in the protection of our plant. As an initial plan, questionnaires would be created and distributed throughout the auto market in varies cities. The surveys would emphasize the amount of money that could be saved on gasoline, making driving better and more earth friendly than our current means of transportation which runs on gasoline and diesel. The surveys would concentrate on how much better the Water car was especially with almost everyone having access to water as oppose to gasoline. It would go on to emphasize the comparison of gas to water through the product and recognize the environmental benefits along with economic benefits of the car itself. They survey would then be distributed on a wide scale, via internet, e-mail, mail and also placed in auto sales magazines and stores. Following the organization and the analysis of the surveys, an enormous media push would be used to inform the public of the results and to keep the invention in the lime light. Not just on TV, but also in the printed media and the radio as well. I believe this would help to reinforce the benefits of driving the Water Car. In regards to the mechanism itself, there have been many inventions that are similar to the one I am promoting. But from my recollections, those cars ran on electric or partially on water. Unlike the Water car I am proposing. My invention would be able to not only run on water alone but gas as well. A most effective way I feel about advertising my innovation would be to pair up with an already prosperous and established car company like Ford or Chevelote, maybe even Toyota or Honda, although I would prefer to keep my invention American owned, and have them plaster my innovation on billboards across the states that will be viewed in advance prior to product release. To promote the Water Car, a select group of the targeted population and members of the private car rental industry will be selected to try out my invention. This way, any unanticipated challenges can be detected and fixed before making the car available to the general public. If our test audience approved of the product, then they could further promote the car making it even more popular. There is nothing more promising than word of mouth promotions! So our initial test groups will be allowed to keep the device at a minimum monetary cost as long as they agreed to document a list of prospective associates. In my opinion it is important to focus on the initial test group with an eye toward changing or adapting further sales strategies through the success and feedback of the first group. This way any mishaps for the next group of early adopters will be removed and by following the second group of early adopters, we can repeat the process for the early majority of users until we have the challenges removed and are able to continue to reach the late majority and laggards. This will ensure our success with the overall public. At this point I do not see our innovators group having a big impact on the result of our marketing at all. Any imperfections and problem discovered in this particular group will not have tinkled down on the effect of the final result since control of the imperfections would have been handled earlier on right after the dissemination of the Water Car, prior to the early adaptor interest. The early adopters are usually a much larger group and are very effective in diffusing their opinions. Early adopters like to have knowledge that a particular product has been tried out, but not thoroughly distributed to the public. They love to jump aboard the new ship but dislike being the first ones on board. The most important particulars to be employed when discussing early adopters include ease, dependability, eco-friendly and most of all, affordability. Individuals of this group will be the ones testing the product to see if the product is of use to them. They are interested in finding out if this vehicle fits their overall lifestyle and if it is useable on a daily basis. So when advertising, the message and slogans should accommodate and appeal to their needs, for example. “Drive the Water Car! Be good to the earth!” or “Live Life, Drive Free!” These messages should be included in any and all commercials, advertisements, and all newly gathered information pertaining to factual sales information. Opinion leaders for this advancement will come from the targeted group and the private car rental, auto magazines and auto stores who would have more concrete and genuine information. The top representatives from each of these venues will form one element of the opinion leader group. They are considered authoritative from the value pint of view of the innovation and the dependability of such an innovation. The managers and owners would in affect be the people who are benefitting from the invention and could in turn be used as opinion leaders as well. Finally, considering all the data in it’s entirely would be analyzed in preparation for trends. Each part will be compared to the previous one for any indication of promised success. The detailed plan will be followed unless there is some kind of interference in which case, other plans will be adopted with the inclusion of change. Anyone interested in the success of the Water Car will be inclined to participate in the development, any revisions, and redevelopments to the introduction of the product to the public. While using Roger’s Diffusion of Innovation Theory, it should never be forgotten that not all of the ideas will be used. The idea of the Water Car and my described plan above are a few of my ideas as to how the theory perhaps could work for my invention. When you diffuse an idea to the public, you should have a well developed plan to use. Coupled along with Roger’s Theory of diffusion, your innovation is sure to go far!

References

“Enabling Change” located at: http://www.enablingchange.com.au/Summary_Diffusion_Theory.pdf

Diffusions of innovations By Everett M. Rogers - Free Press (2003) - Paperback - 551 pages
Gaining Momentum: Managing the Diffusion of Innovations By Joe Tidd - WORLD SCIENTIFIC PUB CO ((2009)
Marketing Manual: Diffusion of Innovations, with Other Marketing Aspects By Bren Monteiro - 6 Degrees Books (2010) - Paperback - 116 pages

Similar Documents

Free Essay

Diffusion of Innovation

...Diffusion of Innovation Theory: In communications and Media By: Dezro’ Hill Agnes Scott College Public Health 202 Spring 2013 Environmental and Health Communications Diffusion of Innovation Theory: In communications and Media In Communications there are various ways that professional’s communication with society to make the world a better place. Media is a helpful form of communication when trying to inform society of important information. However sending these messages can sometimes be difficult when creating. Therefore, professionals have found ways in which they are able to communicate these messages depending on the subject. Theories are the skills which professionals use to communicate these messages depending on the subject. One important theory that is use is the Diffusion of Innovation Theory which is used to communicate with society. The Diffusion of Innovation Theory is a theory that addresses how new ideas and concepts, and/or practices are diffused throughout a community or society. The theory was developed by Everett Rogers in 1962. The theory has five subgroups in which audiences fall under when adapting the new idea, innovators, early adopters, early majority, late majority, and laggards. The innovators are the people in the community to create the idea and inform the people in the community about it. These are the people in the community who uses different communication outreaches to inform the community about what’s going on and how they can...

Words: 959 - Pages: 4

Free Essay

Diffusion of Technology and How It Applies in Kenyan Schools

...DIFFUSION OF TECHNOLOGY Introduction Several studies have been conducted on adoption of technology, but the most outstanding adoption model is provided by Rogers in his book, Diffusion of innovations. Medlin (2001) notes that Rodgers’ diffusion of innovations theory is the best suitable for exploring the adoption of technology in the educational setting. In most cases, research in diffusion incorporates technological innovations thus (Rodgers, 2003) uses the term “innovation” and “technology” synonymously. He then defines diffusion as “social exchange of communication dispersed through certain channels over time among the members of a social system” and on the other side Technology is defined as “a design for instrumental action that reduces uncertainty in the cause-effect relationships involved in achieving a desired outcome.” Diffusion of technology thus refers to adoption of instrumental ideas designed from one institution within a society to other parts of that society. This paper is an attempt to ground the principles of diffusion of technology theory and its compatibility with the Kenyan educational system. Literature review In sight of the diffusion aspect in technology, there seems to be an ample support for the claim that synchronized educational trends in a society evolve more swiftly unlike when each community evolves on its own. Although this may be true the question of its complexity fosters a debate on its diffusion rate not to mention the occupational aftermath...

Words: 2331 - Pages: 10

Premium Essay

Innovation Diffusion in Mobile Communication Industry

...Innovation Diffusion in Mobile Communication Industry Introduction The word innovation is derived from the Latin word ‘innovatio’ which means renew or change. Innovation is connected with the renewal or improvement in things, it brings a change in the existing things or brings completely new thing into the market and the consequence of innovation is novelty. Innovation is that idea, practice or object which is perceived as new by an individual of unit of adoption (Rogers 1962). Innovation, first of all influences the thinking process of an individual, when one changes the way he makes a decision or makes choices outside of their norm. When innovation comes it changes the old settings and develops a space for new and better process and establishes a completely better system. Innovation and creativity are somewhere connected with each other; creativity can be described as coming up with new ideas, while innovation is about instilling life to ideas that is actually implementing the ideas. Innovation can be described differently at different levels, like on the lower level it is about changing the way the activities are performed and application of inventions; on the other hand, at the higher levels, it is about complete transformation of the organisation. In context to the organisation, innovation is concerned with positive changes in market shares, efficiency, competitive positioning, and quality productivity and so on and all these forces...

Words: 5006 - Pages: 21

Free Essay

Discuss the Aeita Model Presented by Everett Rogers

...presented by Everett Rogers in diffusion of innovations. Present a 2 page discussion and post in your blog. The AIETA model provides a process whereby customers or individual members of society go through a 5 point process in making a purchase pr adopting a service. This model was originally introduced by Everett Rogers in 1962 in his work – ‘Diffusion of Innovations’. This model was further developed by Krugmann in 1977. This model follows what communication experts refer to as ‘Hierarchy of Effects’. The AIETA model illustrates the processes a customer or an individual in terms of awareness, interest, evaluation, trial and adoption. The name is subsequently derived from the acronym. The model explains that an individual is initially made aware of a product or service by way of promotion and these includes teaser campaigns, jingles, internet banners, and demonstrations. This later develops into interest over time with ongoing promotional activities such as information ads and news coverage. Following interest, an individual begins to evaluate and affirm his decision on the product or service. Further curiosity through the promotional mix is then generated which leads an individual to a trial of the product or service. This may eventually result in the adoption of the said item or service. The ‘Diffusion of Innovation theory serves as the foundation of the principles of the AEITA model. Diffusion of Innovations theory is when an innovation is communicated through certain...

Words: 455 - Pages: 2

Free Essay

Theory of Dissemination

...Diffusion of Innovation Theory Diffusion of Innovation (DOI) Theory, developed by E.M. Rogers in 1962, is one of the oldest social science theories. It originated in communication to explain how, over time, an idea or product gains momentum and diffuses (or spreads) through a specific population or social system. The end result of this diffusion is that people, as part of a social system, adopt a new idea, behavior, or product.   Adoption means that a person does something differently than what they had previously (i.e., purchase or use a new product, acquire and perform a new behavior, etc.). The key to adoption is that the person must perceive the idea, behavior, or product as new or innovative. It is through this that diffusion is possible.   Adoption of a new idea, behavior, or product (i.e., "innovation") does not happen simultaneously in a social system; rather it is a process whereby some people are more apt to adopt the innovation than others.   Researchers have found that people who adopt an innovation early have different characteristics than people who adopt an innovation later. When promoting an innovation to a target population, it is important to understand the characteristics of the target population that will help or hinder adoption of the innovation. There are five established adopter categories, and while the majority of the general population tends to fall in the middle categories, it is still necessary to understand the characteristics of the target population...

Words: 873 - Pages: 4

Free Essay

Understanding Technology Adoption

...Review of Educational Research http://rer.aera.net Understanding Technology Adoption: Theory and Future Directions for Informal Learning Evan T. Straub REVIEW OF EDUCATIONAL RESEARCH 2009 79: 625 DOI: 10.3102/0034654308325896 The online version of this article can be found at: http://rer.sagepub.com/content/79/2/625 Published on behalf of American Educational Research Association and http://www.sagepublications.com Additional services and information for Review of Educational Research can be found at: Email Alerts: http://rer.aera.net/alerts Subscriptions: http://rer.aera.net/subscriptions Reprints: http://www.aera.net/reprints Permissions: http://www.aera.net/permissions Downloaded from http://rer.aera.net at UNIV OF SOUTH FLORIDA on February 10, 2011 Review of Educational Research June 2009, Vol. 79, No. 2, pp. 625–649 DOI: 10.3102/0034654308325896 © 2009 AERA. http://rer.aera.net Understanding Technology Adoption: Theory and Future Directions for Informal Learning Evan T. Straub The Ohio State University How and why individuals adopt innovations has motivated a great deal of research. This article examines individuals’ computing adoption processes through the lenses of three adoption theories: Rogers’s innovation diffusion theory, the Concerns-Based Adoption Model, the Technology Acceptance Model, and the United Theory of Acceptance and Use of Technology. Incorporating all three models, this article suggests technology adoption is a complex, inherently...

Words: 12402 - Pages: 50

Premium Essay

Adoption of Cellular Phone Technology

...Cellular Phone Technology in Urban Pakistan: A Diffusion of Innovation Approach Muhammad Ashraf Khan Chairman, Department of Mass Communication, Bahauddin Zakariya University, Multan, Pakistan Email : ashraf_1963@yahoo.com Aqsa Iram Shahzadi Khan Lecturer, Department of Mass Communication, Bahauddin Zakariya University, Multan, Pakistan Email : mrsaqsairam@yahoo.com Abstract This paper focuses on the theory of adoption of cellular phone as an innovation and its diffusion and penetration in the Pakistani society and to confirm Roger’s theory of diffusion of innovation. More specifically, the study aims to test if five categories of adopters and five stages of adoption [as suggested by Roger (1976)] adequately explain the behavior of cellular phone users in Pakistan. The study also aims to evaluate the role played by advertising in the process of diffusion of innovation. An attempt is also made to study relationships among other variables of interest. To achieve its objectives, this study formulates the diffusion of innovation theory using survey research method from population of Pakistan(a sample of200 respondents are approached) and various statistical techniques are applied on the information gathered before drawing any conclusions. Our results support the theory of diffusion of innovation. We do not find an evidence to believe that advertising plays a statistically significant direct role in the process of diffusion of innovation, although we have not explored the extent...

Words: 3818 - Pages: 16

Premium Essay

Diffusion of Innovation

...NEWS-ON-MOBILE NEWSLAND DIFFUSION OF INNOVATION THEORY One of the greatest pains to human nature is the pain of a new idea. It...makes you think that after all, your favourite notions may be wrong, your firmest beliefs illfounded... Naturally, therefore, common men hate a new idea, and are disposed more or less to ill-treat the original man who brings it.-Walter Bagehot Physics and Politics Definition of Diffusion of Innovation In his comprehensive book Diffusion of Innovation, Everett Rogers defines diffusion as the process by which an innovation is communicated through certain channels over time among the members of a social system. Rogers' definition contains four elements that are present in the diffusion of innovation process. The four main elements are: 1. Innovation - an idea, practices, or objects that is perceived as knew by an individual or other unit of adoption. 2. Communication channels - the means by which messages get from one individual to another. 3. time - the three time factors are: • • innovation-decision process Relative time with which an innovation is adopted by an individual or group. • Innovation’s rate of adoption. 4. Social system - a set of interrelated units that are engaged in joint problem solving to accomplish a common goal. Make a better mousetrap, and the world will beat a path to our door. -Ralph Waldo Emerson Background on Diffusion of Innovation The original diffusion research was done as early as 1903 by the French sociologist...

Words: 3464 - Pages: 14

Free Essay

Diffusion Innovation Theoriy

...Diffusion of Innovation Products tend to go through a life cycle. Initially, a product is introduced. Since the product is not well known and is usually expensive (e.g., as microwave ovens were in the late 1970s), sales are usually limited. Eventually, however, many products reach a growth phase—sales increase dramatically. More firms enter with their models of the product. Frequently, unfortunately, the product will reach a maturity stage where little growth will be seen. For example, in the United States, almost every household has at least one color TV set. Some products may also reach a decline stage, usually because the product category is being replaced by something better. For example, typewriters experienced declining sales as more consumers switched to computers or other word processing equipment. The product life cycle is tied to the phenomenon of diffusion of innovation. When a new product comes out, it is likely to first be adopted by consumers who are more innovative than others—they are willing to pay a premium price for the new product and take a risk on unproven technology. It is important to be on the good side of innovators since many other later adopters will tend to rely for advice on the innovators who are thought to be more knowledgeable about new products for advice. At later phases of the PLC, the firm may need to modify its market strategy. For example, facing a saturated market for baking soda in its traditional use, Arm ü Hammer launched a major...

Words: 3844 - Pages: 16

Premium Essay

Innovation of Employee’s Leave Process Using the Sap System

...ADEMOLA OLUTOSIN ONASHILE Innovation of Employee’s Leave Process Using the SAP System (A Case Study of Oceanic Bank Int’l Plc., Nigeria) Term paper Fall 2014 Business School, Seinäjoki Masters of Business Administration Advanced Marketing Management SEINÄJOKI UNIVERSITY OF APPLIED SCIENCES * Term Paper abstract Faculty: Seinäjoki Business School Degree programme: Master of Business Administration Specialisation: Advanced Marketing Management Author: Ademola Olutosin Onashile Title of Thesis: Innovation of Employee’s Leave Process Using the SAP System Supervisor:  Mäkeläinen, Ville-Pekka Year: 2014 Number of pages: 25 Number of appendices: 0 _________________________________________________________________ This paper is written furtherance to series of class and group works done under the course: Advanced Marketing Management which is an MBA course and the view point is innovation of a certain process or service or product of an organization and show casing its marketing management perspective. Therefore, the author is dwelling on the innovation of the leave process of a particular Nigerian bank namely Oceanic Bank Int’l plc. Hence, the paper tends to sequentially take the case from introduction, focusing on the Everett M.Rogers’ diffusion of innovation as its theoretical framework. It gives numerous definitions of Human Resource Management (HRM) and the needs for HR in organzations. It also explains in a nutshell the...

Words: 5901 - Pages: 24

Free Essay

How to Write Literature Review

...necessary to know the theoretical models. There are few reviews in the literature about the comparison of IT adoption models at the individual level, and to the best of our knowledge there are even fewer at the firm level. This review will fill this gap. In this study, we review theories for adoption models at the firm level used in information systems literature and discuss two prominent models: diffusion on innovation (DOI) theory, and the technology, organization, and environment (TOE) framework. The DOI found that individual characteristics, internal characteristics of organizational structure, and external characteristics of the organization are important antecedents to organizational innovativeness. The TOE framework identifies three aspects of an enterprise's context that influence the process by which it adopts and implements a technological innovation: technological context, organizational context, and environmental context. We made a thorough analysis of the TOE framework, analysing the studies that used only this theory and the studies that combine the TOE framework with other theories such as: DOI, institutional theory, and the Iacovou, Benbasat, and Dexter model. The institutional theory helps us to understand the factors that influence the...

Words: 5760 - Pages: 24

Free Essay

Apple Inc.

...Introduction The world is becoming revolutionised with each passing day, change is occurring rapidly whether in an organised or disorganised manner. Thus, organisations are forced to deal with very challenging structures and concepts. This is where organisational theories become relevant as they involve the examination of concerns related to organisations. This is particularly important as it brings about the analysis and discovery of new life meanings and challenges both in and out of the organisations. It is for this reason that this essay aims to address the importance of organisational theory in a real company. Organisational theories are meant to explain an organisation and its structure. In this case the Apple Inc. organisation will be explored in details and the two theories; knowledge-based theory and diffusion of innovation theory will also be examined comprehensively and how they relate to the apple Inc. Apple Inc., an American Multinational Corporation, has its main focus on manufacturing and designing end user electronic and interconnected products. The most popular products include the iPod (Portable media player), Mac line of personal computers, iPad computers and the iPhone. The various software from Apple Inc. include the Mac and X operating systems, iLife suite, iTunes browser and creativity software as well as iWork and safari web browsers. The company was founded by Steve Paul Jobs, Ronald Wayne and Steve Wozniak in April 1976. Its purpose was to make and...

Words: 2459 - Pages: 10

Free Essay

Everett Roger's Diffusion of Innovation Compilation

... Title #12 DIFFUSION OF INNOVATION MODEL Part B. Model Application and Usage Diffusion of Innovations has been applied to numerous contexts, including medical sociology, communications, marketing, development studies, health promotion, organizational studies, knowledge management, and complexity studies, with a particularly large impact on the use of medicines, medical techniques, and health communications. Part C. Model Part D. Explanation The increasing use of communication to support development and innovation has stimulated efforts to systematize a process for such uses. The familiar five-step stages of the diffusion of innovation/ adoption theory are conceived in the light of the development project which seeks for the widest dissemination of information to the people, and the media are there to help and encourage them. These stages are as follows: 1) awareness (learning of the new idea or practice but has little information about it) 2) interest (individual seeks additional information) 3) evaluation (individual considers the new idea in relation to his needs and decides to try it) 4) trial (individual tries out the new idea on small scale; and) 5) adoption (individual adopts the idea on a full scale with the intention of continuing it.) Everett Rogers in his Diffusion of Innovation theory proposed a five-stage model: 1) Knowledge (individual exposed to the innovation’s existence, but lacks information about the innovation. During this...

Words: 552 - Pages: 3

Premium Essay

Innovation and Imitation Effects in the Mobile

...Serv Bus (2012) 6:265–278 DOI 10.1007/s11628-012-0135-0 EMPIRICAL ARTICLE Innovation and imitation effects in the mobile telecommunication service market Sang-Gun Lee • Byeonghwa Park • Si-Hyeon Kim Hong-Hee Lee • Received: 11 February 2011 / Accepted: 26 January 2012 / Published online: 15 May 2012 Ó Springer-Verlag 2012 Abstract This study investigates adoption patterns of the first mover and the followers in the Information and Communication Technology industry. The continuous behavior of adopters over time is difficult to analyze and most previous studies were cross-sectional rather than longitudinal. In order to overcome these limitations, a mathematical diffusion model with verified official time-series data is used to analytically investigate the impact of both innovation and imitation effects on the mobile phone adoption in South Korea. The results showed that the imitation effect of the first mover was larger than those of the followers in the mature mobile telecommunication services market in South Korea. The innovation effect of the follower was larger than that of the first mover, and the innovation effect was larger than the imitation effect in the market. Keywords Innovation effect Á Imitation effect Á Diffusion model Á Mobile telecommunication market S.-G. Lee Department of Business Administration, School of Business Administration, Sogang University, Shinsu-dong #1 Mapo-gu, Seoul 121-742, Korea e-mail: sglee1028@yahoo.com B. Park College of Business Administration...

Words: 6312 - Pages: 26

Premium Essay

The Rspca and the Use of Social Media for Public Relations Purposes

...The use of Social Media channels for public relations purposes has become increasingly popular in recent years; organisations use a variety of channels in order to effectively communicate with their publics. The NSW RSPCA demonstrates how a not-for-profit organisation can utilise several social media channels to successfully enhance and maintain their reputation as well as relating with their publics. The methods in which the NSW RSPCA uses social media to connect with their publics can be correlated with several public relations theories; Maslow’s Hierarchy of Needs, two of Grunig’s four Public Relations models – Public Information and Two-Way Symmetrical models, the Diffusion of Innovation Theory and the Social Learning Theory are just a few of the theories that can be applied to the use of social media for Public Relations purposes by the NSW RSPCA. The NSW Royal Society for the Prevention of Cruelty to Animals (RSPCA) was founded in Sydney in 1873. The organisation receives less than 2% funding from the government, therefore relying on donations and fundraisers to effectively maintain their 40 shelters (RSPCA NSW, nd). The RSPCA have embraced the new age technology of social media, and combine their integral website with several social media channels (digitalbusiness.gov.au, 2012 [3]), the most popular of which being Facebook, Twitter and YouTube, which as of July 2013 the organisation had over 54, 000 ‘likes’ on Facebook (RSPCA NSW Facebook, nd), over 6, 000 ‘followers’...

Words: 1927 - Pages: 8