Infusing Innovation into an
Organization
To get
the bad
customs of a country changed and the new ones, though better,
introduced,
it is
necessary first to remove the prejudices of the people, enlighten their
ignorance,
and
convince them
that their interests will be promoted by the proposed
changes;
and this
is
not the work of a day.
Benjamin
Franklin (1781)
I. Why should you care about this topic?
II. What encourages
an
organization to purchase, or not to purchase, a
technology?
-
Discussion
of the theory of increasing returns
to
adoption
III. The organization has purchased the technology. How is it diffused throughout the
organization?
A. What is diffusion? Who are some of the key players?
B. What happens during each of the
"stages" in the
innovation-decision
process?
-
knowledge
-
persuasion
-
decision
-
implementation
-
confirmation
C. How can an organization increase the rate at which
individuals proceed
through this
process?
1. Mandate the technology
-- Do
only this .. or proceed to possibility #2…
2. Spread the word.
3. Break down the knowledge barriers.
4. Weaken any perceived negative beliefs and attitudes about
the
innovation.
-
relative
advantage
-
image
-
compatibility
-
ease
of use
-
trialability
-
result
demonstrability
-
visibility
5. Improve the situational
influences.
6. Recognize different adopter categories and use this
appropriately.
innovators/pioneers: 2.5%
early adopters:
13.5%
early majority:
34%
late majority:
34%
laggards:
16%
7. etc. etc. etc.