Diffusion of The Innovation Theory Paper

Question Description

THEORY APPLICATION

The purpose of this assignment is to help you bridge innovation diffusion theory and application through the design of organizational interventions.

Limit: 4 – 5 pages.

Refer to the Frambach article.

Refer to Figure 1. (pg. 165). Identify an innovative product, process or concept you believe your company, (music business, record label) needs to adopt. Discuss how Supplier Marketing Efforts, Social Networks, and Environmental Influences could play a role. Discuss key decision-makers (influencers).
Refer to Figure 2. (pg. 167). Once your company (music business, record company) has adopted the above innovation, how does the Figure 2. model guide management in helping individuals accept/embrace the innovation? Using the model, describe the most resistant employees (characteristics, attitudes, dispositions) and create a brief plan to increase diffusion with this type of person (e.g., a baby boomer who hates new technology).

Refer to the Robinson article.

3. Identify a recent organizational change at any level. Identify the segments (i.e., innovators, early adopters, etc.) that have adopted the change. Discuss each of the 5 qualities (starts of page 1) that contributed to the successful adoption by the segment(s). Next, referring to the 5 qualities as well as other suggestions in the article, what does management need to do to spread (diffuse) the innovation (change) to the next segment (i.e., early majority, late majority, laggards)?

Use APA style and include at least 1 additional article other than the 2 provided.

Readings

The readings for this week have been selected to bridge the literature between organizational change and organizational innovation: two complementary, yet distinct theoretical frameworks.

Robinson, L. (2009).
A summary of Diffusion of Innovations.
Enabling Change.

*Partial Reading Only! See assignment for pages.

Frambach, R. T., & Schillewaert, N. (2002).
Organizational Innovation Adoption: A Multi-Level Framework of Determinants and Opportunities for Future Research.
Journal of Business Research, 55(2), 163-176.

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