Applying Diffusion of Innovations Theory Essay

946 Words Dec 5th, 2010 4 Pages
Applying Diffusion of Innovations Theory

November 14, 2010
COM 126
K. Vook

Once innovation occurs, innovations may be spread from the innovator to other individuals and groups. In 1962, Everett Rogers proposed that the life cycle of innovations can be described using the “s-curve” or diffusion curve. The s-curve maps growth of revenue or productivity against time. In the early stage of a particular innovation, growth is relatively slow as the new product establishes itself. At some point consumer demand increases and product sales expand more rapidly. New incremental innovations or changes to the product allow growth to continue. Towards the end of its life cycle growth slows and may even begin to decline. In the later stages, no
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Research shows that from 50 to 90 percent of innovation projects are judged to have made little or no contribution to the goals of the innovating organization. Innovations that fail are often potentially ‘good’ ideas but do not achieve desired results because of budgetary constraints, lack of skills, poor leadership, lack of knowledge, lack of motivation, or poor fit with current goals. The impact of failure goes beyond the simple loss of investment. Failure can also lead to loss of morale among employees, an increase in cynicism and even higher resistance to change in the future. Most companies allow for the possibility of failure when planning an innovation, and include processes for detecting problems before they consume too many resources and threaten the organization’s future (DeFleur, M. & Ball-Rokeach, S. (1989). Early detection of problems and adjustment of the innovation process contribute to the success of the final outcome. The lessons learned from failure often reside longer in the organizational consciousness than lessons learned from success (Haider, M. & Kreps, G. (2004). Attempts to measure innovation take place on two levels: the organizational level and the political level. Within an organization, innovation can be evaluated by conducting surveys and workshops, consulting outside experts, or using internal benchmarks. There is no measure of organizational innovation. Corporate measurements generally utilize

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