TITLE

Innovation Diffusion

AUTHOR(S)
Sevcik, Peter
PUB. DATE
September 2004
SOURCE
Business Communications Review;Sep2004, Vol. 34 Issue 9, p8
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
The article presents the author's views on diffusion of technological innovations. According to the author, not all innovations, even very good ones, get adopted. Or if they do, it may take an extraordinarily long time to take hold. The Dvorak typewriter keyboard is a good example of an improvement that was successfully fought off by incumbent interests. Resistance to change may not stop an innovation, but can slow it down. The most striking example is how it took the British Navy 194 years to adopt the use of citrus as a cure for scurvy. The relative advantage of many new technologies is improved performance or reduced cost. Interestingly, the actual complexity of the new devices is much higher. The reason is that the new device often performs subtle, complicated changes to the way that the network or application operates in order to accomplish the relative advantage. As network innovations move from obvious connectivity to more subtle features, vendors will have to pay closer attention to the adoption process. There needs to be a commensurate change in how a new technology is introduced and promulgated within the marketplace.
ACCESSION #
14421311

 

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