What is diffusion of innovation
20
Nov
An innovation to reach the market, if it does not fall into disuse that is a
possibility, goes through a process called “adoption curve”.
Everett Rogers, is a recognized in this area of communication studies, professor of department and journalism of the University of New Mexico, his book Diffusion of Innovations, already 5ª. is one of the most cited books in the area, the first is from 1962, and the author died in 2004.
Their main argument is that innovation is communicated over time among participants in a social system, and the origin of their theory spans several disciplines and although it has never used the term, it can be safely stated that it is transdisciplinary.
Rogers proposes that four main elements influence the dissemination of a new idea: innovation itself, communication channels, time and a social system. This process depends heavily on human capital. Innovation must be widely adopted to sustain itself. Within the rate of adoption, there is a point at which an innovation reaches critical mass. That can also be understood as the curve of adoption
The theory characterizes 5 advantages for adopting a technology: 1) the advantage of improving an innovation over a previous generation competitor of a product, 2) from a point, a team must improve the advantage relative to its competitor in potential for there to be no return to the previous product, 3) the new product must be compatible with the previous one, not only when installing and operating, but especially with regard to the potential consumer’s lifestyle, 4) relevancy at the time of launch which means a deep understanding of the conditions that innovation finds in the moment it is launched, and 5) what is the complexity or simplicity of using innovation when it is launched, complex innovations can reach a small audience only.
An innovation to reach the market, if not fall into disuse, is a possibility, goes through a process With its successive groups of consumers adopting the new technology (shown in blue), its market share (yellow) will eventually reach saturation level.
