The Dif­fu­sion of In­no­va­tion

Rotman Management Magazine - - FROM THE EDITOR -

In his clas­sic, The Dif­fu­sion of In­no­va­tion (1962, up­dated 2003), Rogers pro­posed that: “In­di­vid­u­als in a so­cial sys­tem do not all adopt an in­no­va­tion at the same time. Rather, they adopt in an over-time se­quence.” He de­scribes this se­quence as a dis­tri­bu­tion on the ba­sis of ‘in­no­va­tive­ness’ — “the de­gree to which an in­di­vid­ual… is rel­a­tively ear­lier in adopt­ing new ideas than other mem­bers of a so­cial sys­tem”. The most likely to adopt an in­no­va­tion are In­no­va­tors (2.5% of the pop­u­la­tion), fol­lowed by Early Adopters (13.5%), and so on.

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