The origins of the diffusion of innovations theory are varied and span multiple disciplines. Rogers argues that diffusion is the process by which an innovation is communicated over time among the participants in a social system. Everett Rogers, a professor of communication studies, popularized the theory in his book Diffusion of Innovations the book was first published in 1962, and is now in its fifth edition (2003). The blue curve is broken into sections of adopters.ĭiffusion of innovations is a theory that seeks to explain how, why, and at what rate new ideas and technology spread. With successive groups of consumers adopting the new technology (shown in blue), its market share (yellow) will eventually reach the saturation level. The diffusion of innovations according to Rogers.
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