|
|
|
|
|
|
The perspective expressing a focus on the innovation itself--commonly known as the Diffusion of Innovations tradition--identifies the most salient characteristics by which innovations may be described, and these characteristics' effect on rate of adoption. In the current (fourth) edition of the book from which this model derives its name, Rogers (1995) notes that "much effort has been spent in studying "people" differences in innovativeness…but that relatively little effort has been devoted to analyzing "innovation" differences…." (p. 204). The importance of this perspective is reflected in research indicating that innovation attributes account for between 49 and 87 percent of variance in rate of adoption (Rogers, 1995, p. 206).
|
|
|
|
|
|
|
|
|
|
Practitioners are likely to find this perspective of the greatest use if they are engaged in the actual development of the innovation or if they are deciding whether (or how) to adapt the innovation to meet local requirements. Even when the "actual" form of the innovation is already set, however, Rogers' framework can be useful in determining how it is to be presented to its intended adopters (as mentioned above). For example, perceptions of the innovation can sometimes be improved by highlighting its similarities to other ideas or tools with which the adopter is already comfortable. Failure to consider issues of perception can be equally disastrous--as when Chevrolet attempted to market the successful Nova model in Spanish-speaking countries…where the phrase "No va" means "It doesn't go!"
|
|
|
|
|
