Innovation Adoption Curve

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Analyse the rate at which innovations are adopted. Explanation of Innovation Adoption Curve of Everett Rogers.


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What is the Innovation Adoption Curve? Description

The innovation adoption curve of Rogers is a model that classifies adopters of innovations into various categories. It is based on the idea that certain individuals are inevitably more open for adaptation than others. It is also called: Multi-Step Flow Theory or Diffusion of Innovations Theory.

Rogers innovation adoption curveThe research focus of Diffusion has Five elements:

  1. Characteristics of an innovation which may influence its adoption;
  2. Decision-making process that occurs when individuals consider to adopt a new idea, product or practice;
  3. Characteristics of individuals that make them likely to adopt an innovation;
  4. Consequences for individuals and society of adopting an innovation; and
  5. Communication channels used in the adoption process.

Innovation Adoption Curve categories

  • Innovators. Brave people, pulling the change. Innovators are very important communication mechanisms.

  • Early Adopters. Respectable people, opinion leaders, try out new ideas, but in a careful way.

  • Early Majority. Thoughtful people, careful but accept change more quickly than average people do.

  • Late Majority. Skeptic people, will use new ideas or products only when the majority is using it.

  • Laggards. Traditional people, love to stick to the "old ways", are critical about new ideas and will only accept it if the new idea has become mainstream or even tradition.

Usage of Innovation Adoption Curve. Practice

The adoption curve of Rogers for innovation is useful to remember it is useless to try to quickly and massively convince the mass of a new controversial idea. It is better to start first with convincing the innovators and the early adopters. Also the categories and percentages can be used as a first draft to estimate target groups for communication purposes.

Innovation Adoption Curve Forum
  5 Elements of Innovation
Does anyone know what the five elements of innovation are?...
  Relationship Between Product Life Cycle and Innovation Adoption Curve?
Pls could someone explain the relationship between the PLC and the Innovation Adoption Curve? Thanks....
  Market Strategies per Stage of the Adoption Curve
Each stage has its own unique characteristics which have to be considered. What marketing strategies are most effective to use in each of the 5 stages of the adoption curve? Thanks for your advise…...
  Adopters and Non-Adopters
What are adopters and non-adopters?...
  Example of Innovation Adoption Curve: Apple
The I-Pod is a very good and matched example for adoption curve. Innovators percentage was same little like 2%, strongly influence early adopters to use, which also convinced the early majority after analyzing pilot adopters (starters), now every hom...
  Influence of Culture and Sub-cultures on Innovation?
What is the impact culture and sub-cultures have on adoption of innovation?...
  Adoption Curve Profiling Tool
Does anyone know of an adoption curve profiling tool that is used to identify innovators and early adapters?...
  Changes In- and Outside a Company
The changes inside a company must be faster than the changes outside of a company. Looking for new innovative Ideas should be on the first place in the policy of any company. Innovation must be included in the strategy and the plan of a company even ...
  Innovation Adoption Curves Variants
Innovation adoption curves crystallize well the parallel path of innovation and product life cycle. They however omit to address the fact that the innovation adoption curves will be different for each industry and each country.

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Innovation Pitfalls

Harvard Professor R. Moss Kanter describes 4 common innovation mistakes and corresponding remedies (HBR Nov 2006):
Usage (application): Avoiding Innovation Traps

Accidental Influentials

The HBR of Feb 2007 has a short "breakthrough idea article" by Professor Duncan J. Watts, in which he argues that trends in public opinion are not dri...
Usage (application): How Public Opinion is Driven

Crafting Organizational Innovation Processes

The authors of a September 2006 working paper titled ‘Crafting Organizational Innovation Processes’ identified following five discrete and essential s...
Usage (application): Five Stages of Successful Innovation

Recent Innovation Trends | New Innovation Types

Roland Bel (2012) outlines and explains four types of innovations that have become more and more important since the last decade. These recent inno...
Usage (application): Open innovation, User Innovation, Value Innovation, Bottom-up Innovation

How to Design Experiments to Support Decision-making on Strategic Innovations

The probability of success of a major innovation is difficult to assess. Statistics and other datasets only provide information about past beha...
Usage (application): Strategic Innovation, Strategic Decision-making, Strategic Experimenting, Experiments, Strategic Testing, Innovation Tes

Innovating by Reconsidering Value Delivery

When innovating their business model, companies need to reconsider their value proposition from all perspectives. One of the perspectives is how compa...
Usage (application): Fundamental Innovation

Big-Bang Disruption

BBD is a term coined by Accenture gurus Larry Drownes and Paul F. Numes.
Technological innovation lately started out from the low-end. Initially ...
Usage (application): Technological Innovation

A Closer Look at How Change and Innovation Decisions are Made

Kim, T (2015) elaborates on decision making on "non-routines" or innovations. According to him, non-routines can be seen as innovation in the sense th...
Usage (application): Decision-making on Organizational Change, Innovation Decision-making, Contingent, Participative Decision-making

Social Persuasion: Determining the Potential of Social Influencers

Which consumers are best able to influence others in social groups? What characteristics and what factors identify those consumers with the greates...
Usage (application): Social Media Marketing, Social Influence, Opinion Leadership

Why Some Technology Revolutions Take Off and Others Don't

Back in 1962, Thomas Kuhn wrote “Structure of Scientific Revolutions”, in which he suggested that the entrenched interests in an old paradigm will res...
Usage (application): Adoption of New Technologies

Resources - Innovation Adoption Curve Premium

Rethink Innovation Approach

Bob Donath describes recent development and the actions to rethink the Innovation process to become more successful, in an article in the Marketing Ne...
Usage (application): Revitalize the Innovation Proc

Introduction to Managing Creativity and Innovation

Presentation about Innovation and Creativity, thereby mainly focusing on creativity in organizations. The presentation includes the following sections...
Usage (application): Innovation Management, Managing Innovation, Managing Innovative Employees, Managing Creative Employees

Diffusion of Linux

This paper by Nir Kshetri attempts to gain an understanding of the diffusion dynamics of Linux by assessing it on Rogers' technology dimensions - rela...
Usage (application): Technology Dimensions

Oversight of Various Theories About Media Effects

Presentation that gives an oversight of theories about media and its effects on their audience.
The following theories are briefly described:
Usage (application): Media Effects, Media Management, Mass Media

Innovation Adoption Curve Diagram

Download and edit the 12manage PowerPoint model for limited personal, educational and business use. Republishing in intranets, websites, books, magaz...
Usage (application): Innovation Management


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Compare with the Innovation Adoption Curve: Product Life Cycle  |  Bass Diffusion Model  |  Positioning  |  ADL Matrix

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