DIFFUSION OF INNOVATIONS

INNOVATION
The effect or change in a persons attitude or behaviour as a result of communication with others. An innovation is any idea, practice or material that is perceived to be new by the relevant adopting unit.

CATEGORIES OF INNOVATIONS

Continuous innovation: small changes needed Dynamically continuous innovation: modest changes Discontinuous innovation: large changes

THE ADOPTION PROCESS

FACTORS AFFECTING INNOVATION UPTAKE

Type of group Type of decision Marketing effort Fulfillment of felt need Compatibility Relative advantage Complexity Observability Trialability Perceived risk

ADOPTION OF INNOVATION CURVE

THE DIFFUSSION PROCESS

Way in which the innovation spreads. Determines the success or failure of the product brought to the market. the adoption of new products and services over time by consumers within social systems as encouraged by marketing activities. Its the process by which the acceptance of an innovation is spread by communication to the members of the social system over a period of time.

ELEMENTS OF DIFFUSION
Innovation Channels of communication Social system (the strata in which the diffusion occurs. E.g. for a new drug, the social system are all the physicians) Time

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