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Diffusion of Innovation

The document discusses the diffusion of innovation, which is the process by which an innovation spreads through a social system over time. It defines key elements of diffusion like the innovation itself, communication channels, the social system, and the timeline of adoption. It outlines the 5 stages of an individual's decision process and categories of adopters from innovators to laggards based on their willingness to take risks.

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Palak Gupta
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12 views14 pages

Diffusion of Innovation

The document discusses the diffusion of innovation, which is the process by which an innovation spreads through a social system over time. It defines key elements of diffusion like the innovation itself, communication channels, the social system, and the timeline of adoption. It outlines the 5 stages of an individual's decision process and categories of adopters from innovators to laggards based on their willingness to take risks.

Uploaded by

Palak Gupta
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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DIFFUSION OF INNOVATION

DIFFUSION ? INNOVATION ?

A process to be spread out in an Transformation of an


Uniform Manner in the Market idea into something
useful or a new product
DIFFUSION OF INNOVATION

The process by which an innovation is communicated (IMC) through media


over time among members of a social system.
ELEMENTS OF DIFFUSION OF INNOVATION

Any idea, object or practice i.e perceived as new by members


Innovation
of the social system.

Channels of Means by which information is transmitted to or within the


communication social system.

Rate at which innovation is diffused or the relative speed


Timeline
with which it is adopted by members of the social system.

Social system
Individuals, organizations or agencies that share a common
“culture” & are potential adopters of the innovation.
5 STAGES IN DECISION INNOVATION
PROCESS
(Awareness)

(Interest)

(Evaluation)

(Trial)

(Adoption)
INNOVATION IN PRODUCT THAT COMES IN
THE MARKET
Product innovation :- It is a type of innovation for the consumers & related to
either the enhancement of the company’s older product or the development of
new products.

E - readers Apple
TIME PERIOD TAKEN BY CONSUMERS TO
ACCEPT THE PRODUCT
DIFFUSION & ADOPTION OF INNOVATION

DIFFUSION ADOPTION

Is a macro process Is a micro process that


concerned with the spread focusses on the stages
of a new product from the through which an
sources to the consuming individual consumer passes
public. when deciding to accept or
reject a new product.
ADOPTER CATEGORIES
INNOVATORS

 1st one to test everything & are ready to take risks.

 Desperate ones to try new things as technology


changes with time to time.

 Example :- Youtube
EARLY ADOPTERS

 These are the ones who follow innovators.

 They are not ready to take risks as innovators do.

 They see the value of the product.

 Example :- New restaurant


EARLY MAJORITY

 When innovators & early adopters tries the product,


tested & given positive reviews for their experience
then only the early majority adopts the product.

 When there is no information available they may


not take decisions.

 Example :- Travel segment


LATE MAJORITY

 These are the ones who adopt products once have


been tried & tested.

 Not interested to take risks.

 Don’t have aggressive & risky behaviour.

 Example :- Online courses


LAGGARDS

 These are the one who adopt the product ta last.

 They probably adopt this innovative product


because it is now the norm.

 Example :- Smartphones

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