Deep Dive into the Diffusion of Innovation Theory

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The book ‘Diffusion by innovation’ follows Everett’s theory whereby he asserts that as time passes-by, an idea is communicated, thus spreads to various parts of the world. In his theory, Everett views human beings as a vital aspect of the system who play a significant role in the diffusion of the ideas, thoughts and innovations. Chapter four of the book ‘Diffusion of Innovations’ by Everett M. Rogers starts by reviewing the previous sections that provide the meaning of diffusion as well as the distribution and later consequences of innovation. Diffusion refers to the spread of innovation. Everett underlines that the consequences of a given innovation come at a later after the diffusion process has taken place. Nonetheless, Everett strongly affirms that previous the activities play a significant role in influencing the diffusion process. Chapter four of the book is based on the fact that innovation development occurs in six stages that happen in a given sequence. Also, the content of section four of the book revolves around three points that are evident as one reads the book. They include;

The process of innovation-development involves several activities, decisions and their consequences at a later date.

The existence of a problem plays a crucial role in innovation development.

For successful acceptance, diffusion and the implementation of new ideas, the six stages of innovation diffusion must occur. The steps include; recognition of a problem, conducting research, development, commercialisation, diffusion, and adoption, and the consequences.

According to Everett, the traffic safety concerns were significant in leading to acceptance of the fact problems exist. With regards to conducting research, Everett points out that scientific research provides for designing an innovation that intends to find an adequate solution a given specific problem or issue. Therefore, the decision makers viewed that the stage required both the primary and applied research depending on the nature of the problem whether practical or not (Rogers 139).

Innovation development refers to a process whereby a new idea is put in a form that will ensure it meets the demands of the customers. Researchers in a bid to come up with a most appropriate solution conduct several trials. The multiple tests aim at ensuring the innovation agreed upon meets the requirements or the needs intended to be solved in the best way possible. The developmental phase relies heavily on technology for successful development (Rogers 146). The fourth stage involves commercialisation which includes producing, manufacturing, packing, and distribution in line with the diffusion process.

The fifth stage involves diffusion and adoption. The diffusion and adoption phase encounter the challenge of introducing the innovation to the potential adopters as well as its approval. Thus, the decision makers engage in filtering the innovation and information before they disseminate it to the potential users. The last stage of innovation diffusion relates to the consequences of a specific innovation (Rogers 157). Everett in his book cited the 1970s when the international government experienced shifts in socioeconomic equality, the policies related to the stages of innovation development. The impact of the innovation diffusion is evident in the society in several ways such as affecting the community economically, socially and politically.

In conclusion, chapter four of the book ‘Diffusion of Innovations’ by Everett M. Rogers points at the six stages in the process of diffusion of innovation. Everett has drawn several examples from diverse aspects of life to provide a firm basis for his argument in his book. All in all, the six steps of the innovation development process ensure a specific invention remains suitable for adoption.     


Works Cited

Rogers, Everett M. Diffusion of Innovation. New York: Macmillan, 1983. Document.

September 11, 2023

Business Science

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