A new model can be shown to fit just as well.
Situations are forever changing and we have to remember that with Rogers he was talking about marketing … the sale of new products, not the introduction of e.learning where there is less likelihood of a marketing /advertising campaign having an undue impact on a decision taken to purchase.
The Chasm Theory set out by Moore is a cautionary note, one which will be picked up on by the nervous, ‘conservative’ or traditional types. We should remember that committees & boards often make these decisions and that how they act as a team, hopefully with a collective of types on board, will be quite different to the person making a purchase alone.
Rogers, E.M. (2003) Diffusion of Innovations (5th edn), New York, Simon and Schuster.
Moore, G.A. (1991) Crossing the Chasm: Marketing and Selling High-tech Products to Mainstream Customers, New York, HarperBusiness.
- How to cross the chasm with your social business (adigaskell.org)
- To Get Big, You’ve Got to Start Small (inc.com)
- Crossing the Innovation Chasm. Does CIO stand for Chief Innovation Officer? (businesstechnologypartner.wordpress.com)