Analyzing Diffusion and Adoption Strategy Essay

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Diffusion and Adoption Strategy

The idea of innovation is commonly discussed in corporate circles but there has been little research that explores the dynamics that influence its occurrence, or even the fact that people are often hesitant to embrace new ideas that are the hallmark of innovation. It is ironical that even though innovation is the actual transition driver that ensures continuity from one phase to another in the corporate sector and industry, there is less than adequate research available to the players concerned; to equip them with the requisite skills and attitude for a fertile ground that will enable innovation to thrive. All CEOs in the modern business era are faced with stiff competition. They have targets that sometimes turn out to be almost impossible to achieve because innovation is either dormant among the key players in their teams, or that there is little appreciation of the role of the same in driving such firms to the next level. This paper is a discussion meant to stimulate marketing teams of business entities to the nature of innovation and the fundamental approaches they should embrace to succeed in the increasing competitive market. Information is dawn from several convincing researches that come with supportive evidence. The final part offers clear-cut strategies in handling the launching of new products and exploring new markets. Diffusion and adoption is a central concept that can be used to equip marketers with the requisite business, marketing and, more importantly, the psychological strategies that influence people's choices and adoption of new ideas. There is no guarantee that even a great product will always be readily accepted. There are many countercurrents that marketing associates must understand and seek to surmount. This paper offers potent proposals on just how that can be done. It is hoped that after going through the details here, companies (and marketers in particular) will be empowered to transition from one business phase to another with relative ease.

Introduction

Research on diffusion is based the conditions that influence the likelihood that an idea will be embraced by a given cultural group. Innovation and diffusion theory explains that aspects such as media and contacts between people have a bearing on people's opinions and their judgment.

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According to EM Rogers (1995), innovation constitutes four levels, i.e. innovation, diffusion, time and consequences. He argues that information moves through networks in the social system. The roles of opinion leaders and the very nature of the networks are significant as far as the likelihood of innovation is being embraced (University of Twente, n.d.)

Recommendations informed by the client's existing customer base and extending to new customer

New product launch gigs are the most effective with the adoption theory. It is also useful when moving existing products to new market bases. The adopter category is recommended as the best first. Innovativeness is used as the criterion for the adopter categories. Innovativeness is the extent and speed at which a person embraces a new concept compared to the rest of the members within a social system. Generally, innovativeness is largely relative, i.e. it is the degree that differs between individuals (Rogers & Shoemaker, 1971).

In order for the client to gain ground in new markets, they must attain the following customer categories.

1. Innovators: they constitute a small group that explores new avenues and ways of doing things. This group may involve gadget maniacs. Online marketing consists of a variety of specialist blogs and the supporting media sites that engage with them. Examples of such entities include Gizmodo and Engadget.

2. The early adopters: These are considered to be opinion leaders who may choose to share positive comments on new products and services. These comments may also be directed at trying to attain better quality and performance of the said products.

3. Early Majority: they constitute those who read reviews by early adopters regarding new products before they buy them. The explore reviews on a couple of platforms including YouTube.

4. Late Majority: This is generally a group that is widely skeptical of change. They tend to resist change and will only try out new products or service if they feel as though they are being left out of the trend. This….....

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