Diffusion of Innovations. Everett M. Rogers. 경영학과 오퍼레이션전공 석사 2 학기 서동엽 / 오다 아야카. Chapter 1. Elements of Diffusion. <Case> Water Boiling in a Peruvian Village. Attempt to introduce innovations to villagers to improve their health and lengthen their lives Water boiling Campaign.
Everett M. Rogers
경영학과 오퍼레이션전공석사2학기 서동엽 / 오다 아야카
<Case> Water Boiling in a Peruvian Village
Attempt to introduce innovations to villagers to improve their health and lengthen their lives
Water boiling Campaign
The innovation was perceived as culturally inappropriate by the villagers (Norms)
Worked with the wrong housewives (Oionion Leaders and the Interpersonal networks)
Change Agent was “Innovation-oriented” rather than “Client-oriented”
Getting a new idea adopted, even when it has obvious advantages, is difficult !!
Diffusion is the process by which an innovation is communicated through certain channelsover time among the members of social system.
Who Killed The Electric Car?
Anelectric car produced and leased by the General Motors Corporation from 1996 to 1999
While customer reaction to the EV1 was positive, GM believed that electric cars occupied an unprofitable niche of the automobile market, and ending up crushing all their electric cars, regardless of protesting customers.
The classifications of members of a system on the basis of their innovativeness
The degree to which an individual(or other unit of adoption) is relatively earlier in adopting
new ideas than other members of a system
Main dependent variable in diffusion research
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