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Innovation and its dissemination
Mark Cavender
Innovation, Markets and the Consumer
Objective
Understand the concept of diffusion of innovations and features in the market and products that promote / hinder
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Diffusion of Innovation – an Historical Perspective
Diffusion of Innovation and the Technology Adoption Life Cycle
Technology Examples
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Agenda
Diffusion of Innovation – an Historical Perspective
Diffusion of Innovation and the Technology Adoption Life Cycle
Technology Examples
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What is Diffusion of an Innovation
The process by which that innovation “is communicated through certain channels over time among the members of a social system” (Rogers, 1983)
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4 Key Elements in the Diffusion Process
Innovation
Channels of communication
Time
Social system
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Attributes of Innovations
Relative advantage
Compatibility
Complexity
Trialability
Observability
Re-inventability
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Everett Rogers
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Everett Rogers Video
http://vimeo.com/54414758
04:58- 07:53
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Diffusion of Innovation – an Historical Perspective
Diffusion of Innovation and the Technology Adoption Life Cycle
Technology Examples
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Techies
Try it!
PragmatistsStick with the herd!
Skeptics
No way!
Visionaries
Get ahead of the herd!
Adoption PatternsConservatives
Status quo is OK – move only when necessary!
This initial adoption pattern is known as the Technology Adoption Life Cycle.
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Video – iPad in the Classroom
http://www.youtube.com/watch?v=ePOCAAzkakY
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Diffusion of Innovation – an Historical Perspective
Diffusion of Innovation and the Technology Adoption Life Cycle
Technology Examples
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Consumers Are Here
Technology Adoption
Life Cycle
Indefinitely elastic
middle period
Mar
ket
Gro
wth
Time
Main Street
Thriving Market
Maturing Market
Declining MarketFault
Line!
End of Life
Early
Market Bowling Alley
Tornado
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Technology Adoption
Life Cycle
Indefinitely elastic
middle period
Mar
ket
Gro
wth
Time
Main Street
Thriving Market
Maturing Market
Declining MarketFault
Line!
End of Life
Early
Market Bowling Alley
Tornado
The “Evil Kneivel” Approach (not recommended)
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Consumer Electronics
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Wearables
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3-D Printing
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4K
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Samsung Video
http://www.youtube.com/watch?v=IAdY6cE_4tk
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Cross the Chasm via B2BFirst if Possible
Focus on a single customer segment and build whole product for that segment
Use experience and product to move to similar segments
The “Beachhead” segment
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In Conclusion
Diffusion of innovation research by Everett Rogers kick-started adoption of disruptive innovations
The Technology Adoption Life Cycle models how businesses and consumers adopt
Most disruptive innovations should be targeted at business first if possible
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Mark [email protected]
Dr. Carlos Té[email protected]
Lic. Sergio GarcíaProfesor Tutor
Lic. Sergio Garcí[email protected]
Derechos Reservados 2015 Tecnológico de MonterreyProhibida la reproducción total o parcial de esta obra
sin expresa autorización del Tecnológico de Monterrey.
Derechos Reservados 2015 Tecnológico de MonterreyProhibida la reproducción total o parcial de esta obra
sin expresa autorización del Tecnológico de Monterrey.
