5. diffusions and innovation
DESCRIPTION
TRANSCRIPT
Presented by Bayu Indra Pratama
Adoption and Implementation of
Communication TechnologiesEverest M Rogers
“Learning to use a computer is much more like taking up musical instrument than following intructions on how to use electrical applicance such as a toaster”.
Charles Rubin, August 1983
Source: http://www.hinz.org.nz/uploads/journal/Rogers.gif
Communication Channels
Source: http://www-rohan.sdsu.edu/
Agenda Setting
Matching
Redefining
Clarifying
Routinizing
The Decision to Adopt
A Model of The Innovation Process
Initiation
Implementation
All of the information gathering, conceptualizing, and planning for the adoption or an innovation, leading up to the decision to adopt
Initiation
Agenda-Setting
General organizational problems which may create a perceived need for an innovation, are defined: the environment is searched for innovations of potential value to the organization.
Matching
A problem from organization’s agenda is considered together with an innovation, and the fit bertween them is planned and designed
Implementation
All of the events, actions, and decisions involved in putting an innovation into use
Redefining(1) The Innovation is modified and reinvented to fit the situation of the particular organization and its perceived problem. (2) Organizational structures directly relevant to the innovation are altered to accommodate the innovation
Clarifying
The relationship between the innovation and organization is defined more clearly as the innovation is put into full and regular use.
Routinizing
The innovation eventually loses its separate identity and becomes an element in the organization’s ongoing activities