Mangalmay Institute

of
Management Studies
Greater Noida
 LAKSHYA
SYNDICATE-VI
Shikha dayal
Pranav Kumar
Rishikesh arya
Sameer Kumar
Meenaz hafeezee
Sandeep Kumar
Rabindra Kumar
Rajesh chowdhary
Tarun Kumar Mendal
Krishna Kumar verma
DIFFUSION
OF
INNOVATION
 Diffusion is the process by which an innovation is
communicated through certain channels over time among the
members of a social system. Diffusion is a special type of
communication concerned with the spread of messages that are
perceived as new ideas.
 An innovation, simply put, is “an idea perceived as new by the
individual.”
 An innovation is an idea, practice, or object that is perceived as
new by an individual or other unit of adoption. The characteristics
of an innovation, as perceived by the members of a social system,
determine its rate of adoption.
 ELEMENTS OF DIFFUSION OF INNOVATIONS
 Innovation
Rogers defines an innovation as "an idea, practice, or object that is perceived as
new by an individual or other unit of adoption"
 Communication channels
A communication channel is "the means by which messages get from one
individual to another"
 Time
The innovation-decision period is the length of time required to pass through the
innovation-decision process" . "Rate of adoption is the relative speed with which
an innovation is adopted by members of a social system"
 Social system
A social system is defined as a set of interrelated units that are engaged in joint
problem solving to accomplish a common goal
LIKELIHOOD OF INNOVATION
SUCCESS
 Relative advantage – new products that are most likely to
succeed are those that appeal to strongly felt needs
 Compatibility – degree to which the product is consistent
with existing values and past experience of the adopters
 Complexity – degree to which an innovation is perceived
as difficult to understand and use
 Trial ability – the ability to make trials easy for new
products without economic risk to the consumer
 Observability – reflects the degree to which results from
using a new product are visible to friends and neighbors.
TYPES OF INNOVATION-DECISIONS
 Optional Innovation-Decision
This decision is made by an individual who is in some way
distinguished from others in a social system.
 Collective Innovation-Decision
This decision is made collectively by all individuals of a social
system.
 Authority Innovation-Decision
This decision is made for the entire social system by few
individuals in positions of influence or power.
CONSEQUENCES OF ADOPTION
 Public- Public consequences usually involve collective
actors, such as countries, states, organizations, or social
movements
 Private- Private consequences usually involve individuals
or small collective entities, such as a community
 Benefits-The benefits of an innovation obviously refer to
the positive consequences
 Costs-costs are usually related to financial uncertainty and
the economic state of the actor
ROLE OF COMMUNICATION IN THE
DIFFUSION PROCESS

 Mass Media- Advertising and sales promotion on

T.V.,Internet,Magzine,Newspaper,Radio. It help to
attract Innovators and early adopter.
 Word of mouth communication-by family,
friends, relatives attract to early majority or late
adopters.