Diffusion of Innovation
Part 5. Product Innovation and Management
Published Online: 15 DEC 2010
Copyright © 2011 John Wiley & Sons, Ltd. All rights reserved.
Wiley International Encyclopedia of Marketing
How to Cite
Chandrasekaran, D. and Tellis, G. J. 2010. Diffusion of Innovation. Wiley International Encyclopedia of Marketing. 5.
- Published Online: 15 DEC 2010
An innovation is an idea, practice, or object that is perceived as being new by an individual or other unit of adoption. Diffusion refers to the spread of an innovation across social groups or markets over time. This article briefly relates the concept of diffusion to the Bass diffusion model and the product life cycle; examines the influences of the characteristics of the innovation, the characteristics of the adopters and firm strategy on innovation diffusion; and describes key research trends in the area of global diffusion.
- diffusion of innovations;
- technology S-curves;
- new products;
- Bass model;
- product life cycle;
- global marketing