Let’s discuss diffusion! Why do some technologies make it and others fail? Consider a failed technology and analyze it using Roger’s 5-step process below. What can you learn from this assessment? Be sure to reference Roger’s work throughout your analysis.
Roger’s 5-step process;
1. Relative advantage:
This is the degree to which an innovation is perceived as better than the idea it supersedes by a particular group of users, measured in terms that matter to those users, like economic advantage, social prestige, convenience, or satisfaction. The greater the perceived relative advantage of an innovation, the more rapid the rate of adoption is likely to be. There are no absolute rules for what constitutes “relative advantage.” It depends on the particular perceptions and needs of the user group.*
This is the degree to which an innovation is perceived as being consistent with the values, past experiences, and needs of potential adopters. An idea that is incompatible with their values, norms or practices will not be adopted as rapidly as an innovation that is compatible.
This is the degree to which an innovation is perceived as difficult to understand and use. New ideas that are simpler to understand are adopted more rapidly than innovations that require the adopter to develop new skills and understandings.
This is the degree to which an innovation can be experimented with on a limited basis. An innovation that is trialable represents less uncertainty to the individual who is considering it.
5. Observable Results:
The easier it is for individuals to see the results of an innovation, the more likely they are to adopt it. Visible results lower uncertainty and also stimulate peer discussion of a new idea, as friends and neighbors of an adopter often request information about it.
Robinson, L. (2009). A summary of diffusion innovations. Retrieved from http://www.enablingchange.com.au/Summary_Diffusion_Theory.pdf
Rogers, E. (2003). The diffusion of innovations. NY: Free Press.
Discussion question responses should be at least 200-300 words.
Include at least 1-2 scholarly sources that are not required or recommended readings for this course.
Format your discussion, including all in-text citations and references, according to the CSU-Global Guide to Writing and APA Requirements .