Technologie und Innovationsmanagement (Fach) / innovation adoption and diffusion (Lektion)
In dieser Lektion befinden sich 7 Karteikarten
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Diese Lektion wurde von Niiklas1997 erstellt.
Diese Lektion ist leider nicht zum lernen freigegeben.
- Adopter model model with 5 stages of different types of people: 1. innovators (only 2,5%) 2. early adopters (13,5%) 3. early majority (34%) 4. late majority (34%) 5. laggards (16%)
- Adopter categories - innovators - venturesome (kühn) - active information seekers - gatekeeping role in the flow of new ideas into a system - able to cope (bewältigen) a high degree of uncertainty
- adopter categories - early adopters - often opinion leaders - decrease uncertainty by adopting new ideas - more integrated in the local social system than innovators (they have cosmopolite relationships)
- adopter categories - early and late majority early: - frequent interactions with peers (Gleichrangige) - seldom (selten) opinion leadership late: - adoption = economic necessity or result of high peer pressure - system norms must favor the innovation
- adopter categories - laggards - near isolates in social networks - limited resources - suspicious of innovations - past = point of reference (Bezugspunkt)
- Drivers of a successful adoption - obervability (degree to which the results of an innovation are visible to potential adopters) - relative advantage (degree to which the innovation perceived (wahrgenommen) to be superior to current practice) - compatibility (degree, to which the innovation is perceived to be consistent with socio-cultural values and perceived needs) - trialability (degree to which the innovation can be experienced on a limited basis) - complexity (degree to which the innovation is difficult to use or understand)
- adoption process 1. knowledge /awareness 2. persuasion (Überzeugung) 3. decision 4. implementation 5. confirmation/continuation