5. diffusions and innovation

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