Adaptations of the model
The model has spawned a range of adaptations that extend the concept or apply it to specific domains of interest.
In his book Crossing the Chasm , Geoffrey Moore proposes a variation of the original lifecycle. He suggests that for discontinuous innovations, which may result in a Foster disruption based on an s-curve, [3] there is a gap or chasm between the first two adopter groups (innovators/early adopters), and the vertical markets.
Disruption as it is used today are of the Clayton M. Christensen variety. These disruptions are not s-curve based.
In educational technology, Lindy McKeown has provided a similar model (a pencil metaphor [4] ) describing the Information and Communications Technology uptake in education.
In medical sociology, Carl May has proposed normalization process theory that shows how technologies become embedded and integrated in health care and other kinds of organization.
Wenger, White and Smith, in their book Digital habitats: Stewarding technology for communities, talk of technology stewards: people with sufficient understanding of the technology available and the technological needs of a community to steward the community through the technology adoption process. [5]
Rayna and Striukova (2009) propose that the choice of initial market segment has crucial importance for crossing the chasm, as adoption in this segment can lead to a cascade of adoption in the other segments. This initial market segment has, at the same time, to contain a large proportion of visionaries, to be small enough for adoption to be observed from within the segment and from other segment and be sufficiently connected with other segments. If this is the case, the adoption in the first segment will progressively cascade into the adjacent segments, thereby triggering the adoption by the mass-market. [6]
Stephen L. Parente (1995) implemented a Markov Chain to model economic growth across different countries given different technological barriers. [7]
In Product marketing, Warren Schirtzinger proposed an expansion of the original lifecycle (the Customer Alignment Lifecycle [8] ) which describes the configuration of five different business disciplines that follow the sequence of technology adoption.
Examples
One way to model product adoption [9] is to understand that people's behaviors are influenced by their peers and how widespread they think a particular action is. For many format-dependent technologies, people have a non-zero payoff for adopting the same technology as their closest friends or colleagues. If two users both adopt product A, they might get a payoff a > 0; if they adopt product B, they get b > 0. But if one adopts A and the other adopts B, they both get a payoff of 0.
A threshold can be set for each user to adopt a product. Say that a node v in a graph has d neighbors: then v will adopt product A if a fraction p of its neighbors is greater than or equal to some threshold. For example, if v's threshold is 2/3, and only one of its two neighbors adopts product A, then v will not adopt A. Using this model, we can deterministically model product adoption on sample networks.
Innovation is the practical implementation of ideas that result in the introduction of new goods or services or improvement in offering goods or services. ISO TC 279 in the standard ISO 56000:2020 defines innovation as "a new or changed entity realizing or redistributing value". Others have different definitions; a common element in the definitions is a focus on newness, improvement, and spread of ideas or technologies.
Diffusion is the process by which a new idea or new product is accepted by the market. The rate of diffusion is the speed with which the new idea spreads from one consumer to the next. Adoption is similar to diffusion except that it deals with the psychological processes an individual goes through, rather than an aggregate market process.
Crossing the Chasm: Marketing and Selling High-Tech Products to Mainstream Customers or simply Crossing the Chasm, is a marketing book by Geoffrey A. Moore that examines the market dynamics faced by innovative new products, with a particular focus on the "chasm" or adoption gap that lies between early and mainstream markets.
An Informationcascade or informational cascade is a phenomenon described in behavioral economics and network theory in which a number of people make the same decision in a sequential fashion. It is similar to, but distinct from herd behavior.
An early adopter or lighthouse customer is an early customer of a given company, product, or technology. The term originates from Everett M. Rogers' Diffusion of Innovations (1962).
Everett M. "Ev" Rogers was an American communication theorist and sociologist, who originated the diffusion of innovations theory and introduced the term early adopter. He was distinguished professor emeritus in the department of communication and journalism at the University of New Mexico.
Diffusion of innovations is a theory that seeks to explain how, why, and at what rate new ideas and technology spread. The theory was popularized by Everett Rogers in his book Diffusion of Innovations, first published in 1962. Rogers argues that diffusion is the process by which an innovation is communicated over time among the participants in a social system. The origins of the diffusion of innovations theory are varied and span multiple disciplines.
Technological change (TC) or technological development is the overall process of invention, innovation and diffusion of technology or processes. In essence, technological change covers the invention of technologies and their commercialization or release as open source via research and development, the continual improvement of technologies, and the diffusion of technologies throughout industry or society. In short, technological change is based on both better and more technology.
A technology evangelist is a person who builds a critical mass of support for a given technology, and then establishes it as a technical standard in a market that is subject to network effects. The word evangelism is borrowed from the context of religious evangelism due to the similarity of sharing information about a particular concept with the intention of having others adopt that concept. This is typically accomplished by showcasing the potential uses and benefits of a technology to help others understand how they can use it for themselves.
Hobart Peyton Young is an American game theorist and economist known for his contributions to evolutionary game theory and its application to the study of institutional and technological change, as well as the theory of learning in games. He is currently centennial professor at the London School of Economics, James Meade Professor of Economics Emeritus at the University of Oxford, professorial fellow at Nuffield College Oxford, and research principal at the Office of Financial Research at the U.S. Department of the Treasury.
Frank M. Bass was an American academic in the field of marketing research and marketing science. He was the creator of the Bass diffusion model that describes the adoption of new products and technologies by first-time buyers. He died on December 1, 2006.
The Bass model or Bass diffusion model was developed by Frank Bass. It consists of a simple differential equation that describes the process of how new products get adopted in a population. The model presents a rationale of how current adopters and potential adopters of a new product interact. The basic premise of the model is that adopters can be classified as innovators or as imitators, and the speed and timing of adoption depends on their degree of innovation and the degree of imitation among adopters. The Bass model has been widely used in forecasting, especially new products' sales forecasting and technology forecasting. Mathematically, the basic Bass diffusion is a Riccati equation with constant coefficients equivalent to Verhulst--Pearl Logistic growth.
In social dynamics, critical mass is a sufficient number of adopters of a new idea, technology or innovation in a social system so that the rate of adoption becomes self-sustaining and creates further growth. The point at which critical mass is achieved is sometimes referred to as a threshold within the threshold model of statistical modeling.
Eco-innovation is the development of products and processes that contribute to sustainable development, applying the commercial application of knowledge to elicit direct or indirect ecological improvements. This includes a range of related ideas, from environmentally friendly technological advances to socially acceptable innovative paths towards sustainability. The field of research that seeks to explain how, why, and at what rate new "ecological" ideas and technology spread is called eco-innovation diffusion.
The following outline is provided as an overview of and topical guide to marketing:
The technology life-cycle (TLC) describes the commercial gain of a product through the expense of research and development phase, and the financial return during its "vital life". Some technologies, such as steel, paper or cement manufacturing, have a long lifespan while in other cases, such as electronic or pharmaceutical products, the lifespan may be quite short.
Complex contagion is the phenomenon in social networks in which multiple sources of exposure to an innovation are required before an individual adopts the change of behavior. It differs from simple contagion in that unlike a disease, it may not be possible for the innovation to spread after only one incident of contact with an infected neighbor. The spread of complex contagion across a network of people may depend on many social and economic factors; for instance, how many of one's friends adopt the new idea as well as how many of them cannot influence the individual, as well as their own disposition in embracing change.
The sociological theory of diffusion is the study of the diffusion of innovations throughout social groups and organizations. The topic has seen rapid growth since the 1990s, reflecting curiosity about the process of social change and "fueled by interest in institutional arguments and in network and dynamic analysis." The theory uses a case study of the growth of business computing to explain different mechanisms of diffusion.
Arvind Singhal is an Indian-born American social scientist and academician. His academic research has focused on diffusion of innovations, the positive deviance approach, organizing for social change, the entertainment-education strategy, and liberating interactional structures. He currently holds the positions of Samuel Shirley and Edna Holt Marston Endowed Professor of Communication and Director of the Social Justice Initiative in Department of Communication at University of Texas at El Paso since 2007, William J. Clinton Distinguished Fellow at the Clinton School of Public Service since 2010 and Distinguished Professor 2 in the Faculty of Business Administration, Inland Norway University of Applied Sciences, since 2015.
Christianization of the Roman Empire as diffusion of innovation looks at religious change in the Roman Empire's first three centuries through the lens of diffusion of innovations, a sociological theory popularized by Everett Rogers in 1962. Diffusion of innovation is a process of communication that takes place over time, among those within a social system, that explains how, why, and when new ideas spread. In this theory, an innovation's success or failure is dependent upon the characteristics of the innovation itself, the adopters, what communication channels are used, time, and the social system in which it all happens.
