Diffusion of innovations

Diffusion of Innovations

Diffusion of Innovation (DOI) is a theory that explains how innovation is adopted throughout a society. Adopters of innovation are categorized as innovators, early adopters, early majority, late majority and laggards. The Diffusion of Innovation model was developed by Everett Rogers, and uses an S curve to graph the adoption of an innovation. DOI is used in many disciplines to explain trends, economic patterns, health and medical concerns and technology innovations. This model is an important part of change management and contains four key elements:

1. What is the innovation?
2. How is it communicated?
3. The idea is transmitted over time
4. The idea is diffused to members of the society

Adopters of innovation experience five stages of DOI:

1. Knowledge - awareness of the idea and perceived benefit
2. Persuasion – convinced of the value of the innovation
3. Decision – judgment to adopt the innovation
4. Implementation – in acting the innovation
5. Confirmation - acceptance or rejection of the innovation

Summary

Reference
Rogers, E., (2003). Diffusion of Innovations, 5th Edition. New York: Free Press.