Innovatie en economie - Diffusion of innovations
4 important questions on Innovatie en economie - Diffusion of innovations
In which factors does the way an innovation spreads through the population depend?
- The characteristics of the innovation itself
- The personal characteristics of the adopters or customers
- The communication channels through which they learn about and evaluate the innovation
- Change Agents = people such as teachers, consultants, public health workers and sales people, who help adopters to get the grips with the innovation
Which 5 characteristics of innovation have a powerful effect on how quickly and readily the innovation is adopted?
- Relative advantage - the extent to which the innovation is perceived ad being better than what preceded it
- Compatibility - how well the innovation fits with existing habits or expectations
- Complexity - innovation that are perceived as complicated or difficult to use are adopted slowly
- Trialability - new products are more readily adopted if there is an easy way for customers to try them out before purchasing
- Observability - the degree to which the results of an innovation are observable to others
How does the adoption life cycle influence marketing theory and practice?
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