The diffusion of innovations according to Rogers (1962). With successive groups of consumers adopting the new technology (shown in blue), its market share (yellow) will eventually reach the saturation level. (Photo credit: Wikipedia)

Getting a new idea adopted, even when it has obvious advantages, is difficult. Many innovations require a lengthy period of many years from the time when they are widely adopted. Therefore, a common problem for many individuals and organisations is how to speed up the rate of diffusion of an innovation.’

FAILURE

‘The rate of adoption of the innovation did not reach a critical mass, after which the diffusion process would have become self-sustaining.’

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DIFFUSION

The process in which an innovation is communicated through certain channels over time among the members of a social system. It is a special type of communication, in that the messages are concerned with new ideas. Communication is a process in which participants create and share information with one another in order to reach a mutual understanding.

Diffusion is a special type of communication in which the messages are about a new idea. This newness of the idea in the message content gives diffusion its special character. The newness means that some degree of uncertainty is involved in diffusion.

UNCERTAINTY

Uncertainty is the degree to which a number of alternatives are perceived with respect to the occurrence of an event and the relative probability of these alternatives. Uncertainty implies a lack of predictability, of structure, of information. Information is a means of reducing uncertainty

INFORMATION

Information is a difference in matter-energy that affects uncertainty in a situation where a choice exists among a set of alternatives (Rogers & Kincaid, 1981). A technological innovation embodies information and thus reduces uncertainty about cause-effect relationships in problem solving.

INNOVATION

An innovation is an idea, practice, or object that is perceived as new by an individual or other unit of adoption. P12

The perceived newness of the idea for the individual determines his or her reaction to it. If an idea seems new to an individual, it is an innovation.

NEWNESS

Newness of an innovation may be expressed in terms of knowledge, persuasion, or a decision to adopt.

DANGER

Of being ‘innovation-orientated’ rather than ‘client-orientated.’

REFERENCE

Rogers, E, E. , (Diffusion of Innovations. 2005)

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