Diffusion, or the widespread adoption of innovations, is a critical yet under-researched topic. There is a wide gap between development and successful adoption of an innovation. Therefore, a better understanding of why and how an innovation is adopted can help develop realistic management and business plans. Most books on this topic use a single-discipline approach to explain the diffusion of innovations. This book adopts a multi-disciplinary and managerial process approach to understanding and promoting the adoption of innovations, based on the latest research and practice. It will be of interest to graduates and researchers in marketing, product development and innovation courses.
From Models to the Management of Diffusion; Managing the Diffusion Process: Developing Robust Product Concepts; Understanding Pre-Diffusion Processes; Achieving Network and Market Acceptance; Launch Strategies for New Products; Commercializing New Technologies; Factors Influencing Adoption of Innovations; Forecasting for Diffusion; Sector-Specific Dynamics: Diffusion of Innovations in Health Care; Diffusion of Telecommunications Technologies; Diffusion of Environmental Products and Services; Key Lessons for Practice and a Management Research Agenda.