Diffusion of Innovations

Everett M. Rogers

경영학과 오퍼레이션전공석사 2 학기 서동엽 / 오다 아야카

Chapter 1. Elements of Diffusion

Getting a new idea adopted, even when it has obvious advantages, is difficult !!

<Case> Water Boiling in a Peruvian VillageAttempt to introduce innovations to villagers to improve their health and lengthen their lives

Water boiling Campaign

Diffusion CampaignFailed

The innovation was perceived as culturally

inappropriate by the villagers (Norms)

Worked with the wrong housewives (Oionion

Leaders and the Interpersonal networks)

Change Agent was “Innovation-oriented”

rather than “Client-oriented”

What is Diffusion?

Elements of Diffusion

Innovation An idea, practice, or object that is perceived as new by an individual or other unit of adoption.

Communication Channels The means by which messages get from one indi-vidual to another.

Time Involved in diffusion in (1) the innovation-diffusion process, (2) innovativeness, and (3) an innovation’s rate of adoption.

Social System A set of interrelated units that are engaged in joint problem solving to accomplish a common goal.

Diffusion is the process by which an innovation is communicated through certain channels over time among the members of social system.

Chapter 1. Elements of Diffusion

What perceived attributes of innovations accelerate the rate of adoption?

Relative Ad-vantage

Compatibility

ComplexityTrialability

Observability

Chapter 1. Elements of Diffusion

Chapter 1. Elements of Diffusion

Who Killed The Electric Car?EV1: An electric car produced and leased by the General Motors Corporation from 1996 to 1999

While customer reaction to the EV1 was positive, GM believed that electric cars occupied an unprofitable niche of the automobile market, and ending up crushing all their electric cars, regardless of protesting customers.

Q1. Why has the diffusion of Electric Vehicles (EV) failed so far?

What are the pros and cons of EV?Gasoline/ Zero emission/Money SavingNo Infrastructure, Price, Distance it can travel

Some companies (GM, Nissan) has invested in EV, while others (Hyundai) have not. Why? Are there any organizational issues?

Is there any other mechanisms that are blocking the diffusion process of EV? Do you think mass media can help?

Chapter 1. Elements of Diffusion

Chapter 1. Elements of Diffusion

유력한 용의자용의자 1 – 석유회사

전기자동차의 시장진출 휘발유 사용량 감소 전기자동차 생산과 관련법 폐지 시도

용의자 2– GM EV1 의 생산라인을 없애기 위해 EV1 의 구매자 없는 것으로 내부분위기 유도 다른 생산라인 (Corvette, Hummer) 과의 Conflict 캘리포니아 대기자원부와 연방정부에 ‘배기가스 제로법’ 철폐 요구

용의자 3– 정부 부시 행정부와 석유산업의 심각한 정경유착 전기자동차를 반대하는 정부 핵심인물들이 이미 정부 요직을 차지

용의자 4– 소비자 소비자들은 전기자동차와 휘발유 자동차의 차이를 이해하지 잘 못함 자동차가 작동하는 것과 작동하는데 비용이 얼마나 드는가 에만 관심

용의자 5– 캘리포니아 대기 자원국 (CARB) ' 배기가스 제로법 ' 을 만들었으나 연방정부와 기업의 압력을 이겨내지 못하고

결국 법을 폐지 당시 의장이었던 앨런 로이드의 추진력과 지도력 부족으로 실패

Q2. What are the key factors that lead to successful diffusion?

Chapter 1. Elements of Diffusion

Q3. Roger seems to focus ‘too much’ on communication for the diffusion of innovation. What about price?

Chapter 1. Elements of Diffusion

Q4. How can the firms change the slope of the S-curve?

Chapter 1. Elements of Diffusion

Chapter 7. Innovativeness and Adopter Categories

Adopter categories The classifications of members of a system on the basis of their innovativeness

Innovativeness The degree to which an individual(or other unit of adoption) is relatively earlier in adopting new ideas than other members of a system

Main dependent variable in diffusion research

Chapter 7. Innovativeness and Adopter Categories

채택자의 누적수

새로운 채택자

Chapter 7. Innovativeness and Adopter Categories

Adopter Categories Characteristics Percentage

Innovators Venturesome 2.5%

Early Adopters Respect 13.5%

Early Majority Deliberate 34%

Late Majority Skeptical 34%

Laggards Traditional 16%

Chapter 7. Innovativeness and Adopter Categories

개혁성(Innovativeness

)

사회경제적 지위

개성적 가치

커뮤니케이션 행위

Adopter Categories

Innovators

Early Adopters

Early Majority

Late Majority

Laggards

Diffusion

네트워크 • 확산은 사회적 과정• 새로운 아이디어나 개혁은 대인

네트워크를 통해서 이동 • 인접성이 개혁의 확산 여부에 큰

영향을 미침

Q5. Do you think Network Effect really works for diffusion?

• The more members there are in the network, the faster the innovation may diffuse. If this is the case, the firms shall identify such network and aim to diffuse new technology to those in the network, or to those who

serve as an opinion leader to the network.

Chapter 7. Innovativeness and Adopter Categories

THANK YOU!ANY

QUESTIONS?