20 th aug innovation difussion ppt
TRANSCRIPT
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Copyright 2006Pearson Education Canada Inc.
Consumer Influence and theDiffusion of Innovations
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Copyright 2006 Pearson Education Canada Inc.13-4
Defining Innovations
Firm-oriented definitions
Product-oriented definitions
Market-oriented definitions Consumer-oriented definitions
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Copyright 2006 Pearson Education Canada Inc.
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Product-Oriented Definitions
Continuous
Innovation
DynamicallyContinuous
Innovation
DiscontinuousInnovation
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Copyright 2006 Pearson Education Canada Inc.
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Factors That Affect the Diffusion
of Innovations The Innovation
The Channels of Communication
The Social System Time
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Social System and Diffusion
Does the target market have:
A positive attitude towards change?
Technological skill?
A general respect for education and science?
A focus on rational and ordered social
relationship?
An outreach perspective?
The ability to accept different roles?
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Copyright 2006 Pearson Education Canada Inc.
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Time and Diffusion
Purchase Time
Adopter Categories
Rate of Adoption
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Adopter CategoriesAdopter Categories
A sequence of categories that describes how
early (or late) a consumer adopts a new
product in relation to other adopters.
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Early Adopters: Description
13.5% of population Respected
More integrated into the local social system The persons to check with before adopting a new
idea Category contains greatest number of opinion
leaders Are role models
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Late Majority: Description
34% of population Skeptical
Adopt new ideas just after the average time Adopting may be both an economic necessity and a
reaction to peer pressures Innovations approached cautiously
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Copyright 2006 Pearson Education Canada Inc.
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Rate of Adoption
Insert Figure 13-16 A, B and C as small
graphs; if that is not possible, then have one
or two of them.
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The Profile of a Consumer
Innovator Interest in the Product Category
The Innovator Is an Opinion Leader
Personality Traits Purchase and consumption characteristics
Media Habits
Social Characteristics
Demographic Characteristics
Are There Generalized Consumer Innovators?