sharadsinha

On Diffusion of Innovations

In Education, Interdisciplinary Science, Research and Development, Startup on May 10, 2013 at 1:57 AM

Diffusion of Innovations is a remarkable book by Everett M. Rogers. It is also a field of study and research where questions related to the diffusion of innovations through different groups of people and cultures are studied. This theory seeks to explain how innovations spread, how they are adopted or rejected, their social impact and the rate at which these processes occur over a period of time. This book has plenty of examples of innovations that diffused and those that did not. Notable examples include the idea of water boiling that the public health service in Peru wanted to promote in a Peruvian village and failed in doing so; non-diffusion of the Dvorak keyboard; the relatively successful STOP AIDS campaign in San Francisco in the mid-1980s etc. Note that the use of the term innovation  is not restricted to technological innovations only. According to Rogers, “An  innovation is an idea, practice, or object that is perceived as new by an individual or other unit of adoption“.

Technologists and engineers generally think that a new idea will sell itself, that advantageous innovations will be quickly adopted. However, this is seldom the case and the adoption, in general, is slow. This is a fact that is of relevance to many start ups. There are social and cultural aspects of innovation that have a big influence on its adoption. Influencing the adopters involves not only relevant marketing but also addressing social, cultural and economic issues. Of course the range of issues to be addressed depends on the innovation that we are trying to sell or promote.

It would come as a surprise to many that Everett M. Rogers was not from business or engineering background. He was a scholar in  communications and sociology!

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