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Diffusion of Innovations Theory

Review articles on Roger's Diffusion of Innovations theory.


Answer the following questions:

1.What are the core characteristics of Rogers' theory? What makes them essential in this model?
2.What is the relationship of these characteristics with the effects on both organizational inter and intra-networking?
3.How does this theory correlate with what you have learned about innovation and change management, thus far in this course?

I need some ideas and insight into how to approach these questions. Thank you.

Solution Preview

Let's take a closer look based on two of the articles suggested, as the third link requires a membership. Have you read the suggested articles, yet? They are informative, and it is a good place to start.


1. What are the core characteristics of Rogers' theory? What makes them essential in this model?

According to Diffusion of Innovations theory theory, technological innovation is communicated through particular channels, over time, among the members of a social system. Rogers theory is concerned with the manner in which a new technological idea, artifact or technique, or a new use of an old one, migrates from creation to use.

Roger proposes that technological innovation passes through five stages, which are impacted by the individual characteristics of those involved in the process (see adaptor categories below).

? knowledge (exposure to its existence, and understanding of its functions);
? persuasion (the forming of a favorable attitude to it);
? decision (commitment to its adoption);
? implementation (putting it to use); and
? confirmation (reinforcement based on positive outcomes from it). (Clark, 1991, 1994,

The core characteristics of an innovation, according to Roger's theory, include:

? relative advantage (the degree to which it is perceived to be better than what it supersedes);
? compatibility (consistency with existing values, past experiences and needs);
? complexity (difficulty of understanding and use);
? trialability (the degree to which it can be experimented with on a limited basis);
? observability (the visibility of its results. (Clark, 1991, 1994, ...

Solution Summary

In references to three articles concerning Roger's Diffusion of Innovations Theory, this solution responds to the questions exploring aspects of the theory.