What factors affect the rate of diffusion and consumer adoption of newly launched products and...
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Transcript of What factors affect the rate of diffusion and consumer adoption of newly launched products and...
• Innovators: Technology enthusiasts
• Early adopters: Opinion leaders
• Early Majority: Deliberate pragmatists
• Late Majority: Skeptical conservatives
• Laggards: Tradition bound
The effect one person has on another’s attitude or purchase probability
License All rights reserved by Géraldine Hofmaier
Companies often target innovators and early adopters with product rollouts
Relative advantageCompatibilityComplexityDivisibilityCommunicability
Organization’s readiness to adopt innovations