Explain The Diffusion Process of Innovation


0
2 comments

Diffusion of Innovation

Advertisement

 

Definition:

According to L G. Schiffman, “diffusion of innovation is the process of by which acceptance of an innovation (new product or new service or new idea) is spread by communication 9mass media, sales people, informal conversation) to members of the target market over a period of time”

. The Diffusion Process:

The diffusion process is concerned with how innovations spread & how they are assimilated with a market. C.M. Rogers has described the diffusion process in the form of normal distribution curve & similar to the product life cycle shown below:

Diffusion

It is logical to draw a correlation between the product life cycle & the diffusion process. Adoption and diffusion of any new product is slow process because accepted easily. The resistance to change can be taken care of by developing a suitable communication media for the new product.

The diffusion process depends on four factors:

  • The innovation itself
  • The communication process & channels used
  • The time at which individuals decide to adopt the product &
  • The various classes of consumers.

 

https://www.youtube.com/watch?v=zU3fIEPfctQ

Advertisement
The following two tabs change content below.

Like it? Share with your friends!

0
2 comments

2 Comments

Ask Us On WhatsApp
Choose A Format
Personality quiz
Series of questions that intends to reveal something about the personality
Trivia quiz
Series of questions with right and wrong answers that intends to check knowledge
Poll
Voting to make decisions or determine opinions
Story
Formatted Text with Embeds and Visuals
List
The Classic Internet Listicles
Countdown
The Classic Internet Countdowns
Open List
Submit your own item and vote up for the best submission
Ranked List
Upvote or downvote to decide the best list item
Meme
Upload your own images to make custom memes
Video
Youtube, Vimeo or Vine Embeds
Audio
Soundcloud or Mixcloud Embeds
Image
Photo or GIF
Gif
GIF format