Standard Article

Diffusion of Innovation

Part 5. Product Innovation and Management

  1. Deepa Chandrasekaran1,
  2. Gerard J. Tellis2

Published Online: 15 DEC 2010

DOI: 10.1002/9781444316568.wiem05015

Wiley International Encyclopedia of Marketing

Wiley International Encyclopedia of Marketing

How to Cite

Chandrasekaran, D. and Tellis, G. J. 2010. Diffusion of Innovation. Wiley International Encyclopedia of Marketing. 5.

Author Information

  1. 1

    Lehigh University, Bethlehem, PA, USA

  2. 2

    University of Southern California, Los Angeles, CA, USA

Publication History

  1. 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;
  • innovation;
  • technology S-curves;
  • new products;
  • Bass model;
  • product life cycle;
  • global marketing