...Diffusion of Innovation Theory: In communications and Media By: Dezro’ Hill Agnes Scott College Public Health 202 Spring 2013 Environmental and Health Communications Diffusion of Innovation Theory: In communications and Media In Communications there are various ways that professional’s communication with society to make the world a better place. Media is a helpful form of communication when trying to inform society of important information. However sending these messages can sometimes be difficult when creating. Therefore, professionals have found ways in which they are able to communicate these messages depending on the subject. Theories are the skills which professionals use to communicate these messages depending on the subject. One important theory that is use is the Diffusion of Innovation Theory which is used to communicate with society. The Diffusion of Innovation Theory is a theory that addresses how new ideas and concepts, and/or practices are diffused throughout a community or society. The theory was developed by Everett Rogers in 1962. The theory has five subgroups in which audiences fall under when adapting the new idea, innovators, early adopters, early majority, late majority, and laggards. The innovators are the people in the community to create the idea and inform the people in the community about it. These are the people in the community who uses different communication outreaches to inform the community about what’s going on and how they can...
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...failure and can’t grow because they never reach product/market fit. But even with product/market fit, traction is tough. Startups are under extreme resource constraints and need to figure out how to break through the noise to let their target customers know they have a superior solution for a critical problem. Breaking through the noise is very difficult when well-entrenched companies have the resources to dominate traditional channels. The best a startup can hope for in traditional channels is to siphon off a few early adopters that are always on the look out for the latest emerging solutions. This resource-constrained desperation is exactly the scenario that Malcolm Gladwell suggests leads underdogs to extreme innovation. Desperation Leads to Innovation For meaningful growth, startups must completely change the rules of traditional channels or innovate outside of those growth channels. They are too desperate and disadvantaged to adapt to the old rules of marketing. They have to dig deep creatively, and relentlessly test new ideas. If they don’t figure it out quickly, they will go out of business. Some people would just call this marketing. I call it growth hacking. And the best growth hacks take advantage of the unique opportunities available in a connected world where digital experiences can spread rapidly. Since most growth ideas fail, it becomes critical to test a lot of them. The faster you can hack together an idea, the sooner you can start testing it...
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...Nicole Whaley May 11, 2011 Com-126 Comm. and the Media Dr. Susan Montjar, APR “The Water Car” A good candidate that I believe can be used to exemplify the Roger’s Diffusion of Innovations Theory would be a vehicle that runs on water. It would cut down the cost of gas and allow individuals to drive more efficiently without the worry of costly gasoline pieces. I would design the car to be able to run on gas as well, but if and when the vehicle was out of gasoline, the car would automatically switch to water. It would be design to be ran manually so that the owner had a choice of driving the car on water alone without ever using gas. This would enable the owner to keep the environment clean and sanitary. The people most likely to be receivers of this innovation would be the young to middle age people whose concerns for their pockets and the environment was of great matter. I would predict that those individuals would become my first time buyers. People that have families to support and are in constant commute, back and forth, to work. Individuals, who are economically stable, but still experience hardships when trying to fit the cost of gas into their family budget. People who need standard of living changes that will improve their responsibility to our environment all while still allowing themselves the ease of their current way of living. If I had to give them titles, they would be business-orientated, focus on maintaining their current status and still helping...
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...Diffusion of Innovation Products tend to go through a life cycle. Initially, a product is introduced. Since the product is not well known and is usually expensive (e.g., as microwave ovens were in the late 1970s), sales are usually limited. Eventually, however, many products reach a growth phase—sales increase dramatically. More firms enter with their models of the product. Frequently, unfortunately, the product will reach a maturity stage where little growth will be seen. For example, in the United States, almost every household has at least one color TV set. Some products may also reach a decline stage, usually because the product category is being replaced by something better. For example, typewriters experienced declining sales as more consumers switched to computers or other word processing equipment. The product life cycle is tied to the phenomenon of diffusion of innovation. When a new product comes out, it is likely to first be adopted by consumers who are more innovative than others—they are willing to pay a premium price for the new product and take a risk on unproven technology. It is important to be on the good side of innovators since many other later adopters will tend to rely for advice on the innovators who are thought to be more knowledgeable about new products for advice. At later phases of the PLC, the firm may need to modify its market strategy. For example, facing a saturated market for baking soda in its traditional use, Arm ü Hammer launched a major...
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...Innovation Diffusion in Mobile Communication Industry Introduction The word innovation is derived from the Latin word ‘innovatio’ which means renew or change. Innovation is connected with the renewal or improvement in things, it brings a change in the existing things or brings completely new thing into the market and the consequence of innovation is novelty. Innovation is that idea, practice or object which is perceived as new by an individual of unit of adoption (Rogers 1962). Innovation, first of all influences the thinking process of an individual, when one changes the way he makes a decision or makes choices outside of their norm. When innovation comes it changes the old settings and develops a space for new and better process and establishes a completely better system. Innovation and creativity are somewhere connected with each other; creativity can be described as coming up with new ideas, while innovation is about instilling life to ideas that is actually implementing the ideas. Innovation can be described differently at different levels, like on the lower level it is about changing the way the activities are performed and application of inventions; on the other hand, at the higher levels, it is about complete transformation of the organisation. In context to the organisation, innovation is concerned with positive changes in market shares, efficiency, competitive positioning, and quality productivity and so on and all these forces...
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... Title #12 DIFFUSION OF INNOVATION MODEL Part B. Model Application and Usage Diffusion of Innovations has been applied to numerous contexts, including medical sociology, communications, marketing, development studies, health promotion, organizational studies, knowledge management, and complexity studies, with a particularly large impact on the use of medicines, medical techniques, and health communications. Part C. Model Part D. Explanation The increasing use of communication to support development and innovation has stimulated efforts to systematize a process for such uses. The familiar five-step stages of the diffusion of innovation/ adoption theory are conceived in the light of the development project which seeks for the widest dissemination of information to the people, and the media are there to help and encourage them. These stages are as follows: 1) awareness (learning of the new idea or practice but has little information about it) 2) interest (individual seeks additional information) 3) evaluation (individual considers the new idea in relation to his needs and decides to try it) 4) trial (individual tries out the new idea on small scale; and) 5) adoption (individual adopts the idea on a full scale with the intention of continuing it.) Everett Rogers in his Diffusion of Innovation theory proposed a five-stage model: 1) Knowledge (individual exposed to the innovation’s existence, but lacks information about the innovation. During this...
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...are widely spread and used. It is essential to understand the determinants of IT adoption. Consequently it is necessary to know the theoretical models. There are few reviews in the literature about the comparison of IT adoption models at the individual level, and to the best of our knowledge there are even fewer at the firm level. This review will fill this gap. In this study, we review theories for adoption models at the firm level used in information systems literature and discuss two prominent models: diffusion on innovation (DOI) theory, and the technology, organization, and environment (TOE) framework. The DOI found that individual characteristics, internal characteristics of organizational structure, and external characteristics of the organization are important antecedents to organizational innovativeness. The TOE framework identifies three aspects of an enterprise's context that influence the process by which it adopts and implements a technological innovation: technological context, organizational context, and environmental context. We made a thorough analysis of the TOE framework, analysing the studies that used only this theory and the studies that combine the TOE framework with other theories such as: DOI, institutional theory, and the Iacovou, Benbasat, and Dexter model. The institutional theory helps us to understand the factors that influence the...
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...ADEMOLA OLUTOSIN ONASHILE Innovation of Employee’s Leave Process Using the SAP System (A Case Study of Oceanic Bank Int’l Plc., Nigeria) Term paper Fall 2014 Business School, Seinäjoki Masters of Business Administration Advanced Marketing Management SEINÄJOKI UNIVERSITY OF APPLIED SCIENCES * Term Paper abstract Faculty: Seinäjoki Business School Degree programme: Master of Business Administration Specialisation: Advanced Marketing Management Author: Ademola Olutosin Onashile Title of Thesis: Innovation of Employee’s Leave Process Using the SAP System Supervisor: Mäkeläinen, Ville-Pekka Year: 2014 Number of pages: 25 Number of appendices: 0 _________________________________________________________________ This paper is written furtherance to series of class and group works done under the course: Advanced Marketing Management which is an MBA course and the view point is innovation of a certain process or service or product of an organization and show casing its marketing management perspective. Therefore, the author is dwelling on the innovation of the leave process of a particular Nigerian bank namely Oceanic Bank Int’l plc. Hence, the paper tends to sequentially take the case from introduction, focusing on the Everett M.Rogers’ diffusion of innovation as its theoretical framework. It gives numerous definitions of Human Resource Management (HRM) and the needs for HR in organzations. It also explains in a nutshell the...
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...Organizational Change Plan Part I Tericka Small HCS/587 Laura Rainey Organizational Change Plan Part I The proposed organizational change plan is designed for One Core Health. In a way to advance the facility, health care information must improve. Understanding the need for change is essential to the success of change. Electronic Medical Record Implementation (EMR) has become necessary at One Core Health. Having patients checked in and ready to see their providers at the scheduled appointment time not only allows the providers the time they need to assess and care for the patient, but also leads to patient satisfaction (Anderson, Commacho & Balkrishnan, 2007). This organizational change plan will examine the need in One Core Health for EMR implementation; identify factors that will influence the change. A theoretical model that is relative to EMR implementation and resources will be identified as well as internal and external resources to assist in the change will be explained. The Affordable Care Act includes mandates for electronic medical records (EMRs) and the ability to e-prescribe. In an effort to support this transition, the government has allocated $20 billion to enable healthcare institutions to develop and implement health information systems (Moreland, et.al. 2012). One Core Health still use the old fashioned method of the patient having to fill out tons of paperwork before each scheduled appointment. Each patient is supposed to arrive 15 minutes before their...
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...presented by Everett Rogers in diffusion of innovations. Present a 2 page discussion and post in your blog. The AIETA model provides a process whereby customers or individual members of society go through a 5 point process in making a purchase pr adopting a service. This model was originally introduced by Everett Rogers in 1962 in his work – ‘Diffusion of Innovations’. This model was further developed by Krugmann in 1977. This model follows what communication experts refer to as ‘Hierarchy of Effects’. The AIETA model illustrates the processes a customer or an individual in terms of awareness, interest, evaluation, trial and adoption. The name is subsequently derived from the acronym. The model explains that an individual is initially made aware of a product or service by way of promotion and these includes teaser campaigns, jingles, internet banners, and demonstrations. This later develops into interest over time with ongoing promotional activities such as information ads and news coverage. Following interest, an individual begins to evaluate and affirm his decision on the product or service. Further curiosity through the promotional mix is then generated which leads an individual to a trial of the product or service. This may eventually result in the adoption of the said item or service. The ‘Diffusion of Innovation theory serves as the foundation of the principles of the AEITA model. Diffusion of Innovations theory is when an innovation is communicated through certain...
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...DIFFUSION OF TECHNOLOGY Introduction Several studies have been conducted on adoption of technology, but the most outstanding adoption model is provided by Rogers in his book, Diffusion of innovations. Medlin (2001) notes that Rodgers’ diffusion of innovations theory is the best suitable for exploring the adoption of technology in the educational setting. In most cases, research in diffusion incorporates technological innovations thus (Rodgers, 2003) uses the term “innovation” and “technology” synonymously. He then defines diffusion as “social exchange of communication dispersed through certain channels over time among the members of a social system” and on the other side Technology is defined as “a design for instrumental action that reduces uncertainty in the cause-effect relationships involved in achieving a desired outcome.” Diffusion of technology thus refers to adoption of instrumental ideas designed from one institution within a society to other parts of that society. This paper is an attempt to ground the principles of diffusion of technology theory and its compatibility with the Kenyan educational system. Literature review In sight of the diffusion aspect in technology, there seems to be an ample support for the claim that synchronized educational trends in a society evolve more swiftly unlike when each community evolves on its own. Although this may be true the question of its complexity fosters a debate on its diffusion rate not to mention the occupational aftermath...
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...Summary The city of Seabreeze, located in California, was once a prosperous city because of the coastline location. Due to the decline in the real estate market, the city experienced a decrease in property tax revenues. People are spending their money in other areas and less in tourism and retail activity. As a result, this generated less sales tax revenue. To offset the budget deficit, the California Legislature passed a bill requiring cities to transfer 20% of their gross property tax revenues to the state. The city is looking for ways to save money and one of those areas is technology. It is impossible to eliminate technology such as computers all together because it’s a big part of the city daily operations. One of the potential options is virtualization of city’s physical servers, storage devices, and end user computers would result in significant savings in cost to the city of Seabreeze. Benefits of Virtualization Virtualization is defined as a technology that uses software to run multiple applications and operating systems on one or more physical host servers all at the same time. Within the host server is comprised virtual computers known as VM (Virtual Machines) are running the operating systems and applications similar to a physical PC. VM are setup as virtual servers and virtual desktops. Below is an example how a virtualization server operates. Example of Virtualization Server One of the benefits of virtualization is consolidation of servers...
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...Diffusion of Innovation Theory Diffusion of Innovation (DOI) Theory, developed by E.M. Rogers in 1962, is one of the oldest social science theories. It originated in communication to explain how, over time, an idea or product gains momentum and diffuses (or spreads) through a specific population or social system. The end result of this diffusion is that people, as part of a social system, adopt a new idea, behavior, or product. Adoption means that a person does something differently than what they had previously (i.e., purchase or use a new product, acquire and perform a new behavior, etc.). The key to adoption is that the person must perceive the idea, behavior, or product as new or innovative. It is through this that diffusion is possible. Adoption of a new idea, behavior, or product (i.e., "innovation") does not happen simultaneously in a social system; rather it is a process whereby some people are more apt to adopt the innovation than others. Researchers have found that people who adopt an innovation early have different characteristics than people who adopt an innovation later. When promoting an innovation to a target population, it is important to understand the characteristics of the target population that will help or hinder adoption of the innovation. There are five established adopter categories, and while the majority of the general population tends to fall in the middle categories, it is still necessary to understand the characteristics of the target population...
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...sagepublications.com Additional services and information for Review of Educational Research can be found at: Email Alerts: http://rer.aera.net/alerts Subscriptions: http://rer.aera.net/subscriptions Reprints: http://www.aera.net/reprints Permissions: http://www.aera.net/permissions Downloaded from http://rer.aera.net at UNIV OF SOUTH FLORIDA on February 10, 2011 Review of Educational Research June 2009, Vol. 79, No. 2, pp. 625–649 DOI: 10.3102/0034654308325896 © 2009 AERA. http://rer.aera.net Understanding Technology Adoption: Theory and Future Directions for Informal Learning Evan T. Straub The Ohio State University How and why individuals adopt innovations has motivated a great deal of research. This article examines individuals’ computing adoption processes through the lenses of three adoption theories: Rogers’s innovation diffusion theory, the Concerns-Based Adoption Model, the Technology Acceptance Model, and the United Theory of Acceptance and Use of Technology. Incorporating all three models, this article suggests technology adoption is a complex, inherently social, developmental process; individuals construct unique yet malleable perceptions of technology that influence their adoption decisions. Thus, successfully facilitating technology adoption must address cognitive, emotional, and contextual concerns. This article also focuses specific attention on adoption theory outside of a formal organization and the implications of adoption theory on...
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...CHAPTER 1: INTRODUCTION Nowadays, the demand for organic food is dramatically growing in Malaysia, but, there are a few factors that may influence the consumer intention to buy organic food. We are search for the related topic and we finally interested to review the study on organic food acceptance, titled Young Female Motivations for Purchase of Organic Food in Malaysia, that been conducted by Jane See Siou Zhen and Shaheen Mansori. The research was published on 2012. Their research work revolves around the consumer behaviour and attitude towards organic food in Malaysia. The broad aim of this research is to review critically the study of organic food purchase in Malaysia. According to the author, they were state that even though the market of organic product is growing, still the demand on organic food is unstable at market place. Basically, the author are emphasized on the impact of four factors that might influence the consumer intense to purchase organic food which are, Acceptability, Affordability, Availability and Awareness and Consumer Innovativeness. CHAPTER 2: STATEMENT OF THE PROBLEM Regarding to the study, the author did not state any problem or argumentative statement. The author perhaps that, the next researcher will examine or proposed any suitable and relevant problem statement. CHAPTER 3: PURPOSE OF THE STUDY The key purpose of this research conducted ( empirical study) is to understand and discovers the significant factors influence...
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