Understanding Diffusion of Innovation Understanding the importance of Diffusion of Innovation is key to marketers ensuring that their new product, idea, or technology are successfully incorporated into their desired market segment. This understanding must be based around the foundation of the diffusion innovation theory, which is anchored on the thought that whenever a new product, idea, or technology is introduces it will take time for everyone to adopt the product, idea, or technology. E.M. Rogers developed the Diffusion of Innovation theory, in 1962; the theory originated to explain how, gradually over time, a product, idea, or technology gains energy and spreads through a specific segments of the market. The basic tenets of the theory
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Programs such as this showcase that IKEA understands its products compressed life cycles but also want to provide consumers with options, while promoting a cultural of environmental responsibility. This provides IKEA with positive marketing, while also allowing consumers an avenue to exercise their own environmental conscience. These recycling programs, also showcase the ethical concerns that a company that creates a short life cycle product can have. However, in this case IKEA attempts to abate these concerns by providing its consumers an option to ethically dispose of unused, or broken products in a manner that many will likely find appealing, and fitting to their own personal social …show more content…
Most importantly IKEA has demonstrated that while market segments can appear similar in the international market firms must be aware of the slight changes in products and marketing in order successfully meet the local market conditions. IKEA has also showcased their understanding of the ethical implications of their products short life cycle. By offering consumers recycling and repair programs that allow the consumers to demonstrate a social responsibility in today’s ever more environmentally conscience atmosphere. Providing consumers options to either properly dispose of or recycle their products when they have reached the end of the products life cycle with the
Programs such as this showcase that IKEA understands its products compressed life cycles but also want to provide consumers with options, while promoting a cultural of environmental responsibility. This provides IKEA with positive marketing, while also allowing consumers an avenue to exercise their own environmental conscience. These recycling programs, also showcase the ethical concerns that a company that creates a short life cycle product can have. However, in this case IKEA attempts to abate these concerns by providing its consumers an option to ethically dispose of unused, or broken products in a manner that many will likely find appealing, and fitting to their own personal social …show more content…
Most importantly IKEA has demonstrated that while market segments can appear similar in the international market firms must be aware of the slight changes in products and marketing in order successfully meet the local market conditions. IKEA has also showcased their understanding of the ethical implications of their products short life cycle. By offering consumers recycling and repair programs that allow the consumers to demonstrate a social responsibility in today’s ever more environmentally conscience atmosphere. Providing consumers options to either properly dispose of or recycle their products when they have reached the end of the products life cycle with the