Limits to the diffusion of innovation: A literature review and integrative model

Jason MacVaugh, Francesco Schiavone

Research output: Contribution to journalArticle

73 Citations (Scopus)

Abstract

Purpose
– The purpose of this article is to integrate existing theoretical explanations for innovation diffusion across the disciplines of marketing, innovation and sociology research.

Design/methodology/approach
– Literature reviews and historical case analysis were used to support an integrative model.

Findings
– Innovation diffusion is affected by technological, social and learning “conditions” while operating in the contextual “domain” of the individual, community or market/industry.

Research limitations/implications
– The model is drawn from new product development and marketing theory. Both fields are dominated by the assumption that users adopt new technology to maximise their utility. Also, the model does not integrate the overlapping effects of the different contexts and domains.

Practical implications
– The article provides a sound model for orienting new product development strategy, since it may reduce the risk of low and slow user adoption of radical innovations due, for instance, to their technological, social, and cognitive differences with former products. A second critical managerial implication is that technological, social and learning conditions clearly have an effect on marketing actions and competitive strategies.

Originality/value
– The article provides a literature review of resistance to technology adoption through a multidisciplinary lens.
Original languageEnglish
Pages (from-to)197-221
Number of pages25
JournalEuropean Journal of Innovation Management
Volume13
Issue number2
DOIs
Publication statusPublished - 2010

Fingerprint

Innovation
Marketing
Product development
Lenses
Acoustic waves
Literature review
Integrative model
Diffusion of innovation
Industry
New product development
Innovation diffusion
Development strategy
Overlapping
Marketing theory
Design methodology
Marketing innovation
Sociology
Radical innovation
Technology adoption
Development theory

Keywords

  • Diffusion
  • Innovation
  • Social networks
  • Communication technologies

Cite this

Limits to the diffusion of innovation : A literature review and integrative model. / MacVaugh, Jason; Schiavone, Francesco.

In: European Journal of Innovation Management, Vol. 13, No. 2, 2010, p. 197-221.

Research output: Contribution to journalArticle

MacVaugh, Jason ; Schiavone, Francesco. / Limits to the diffusion of innovation : A literature review and integrative model. In: European Journal of Innovation Management. 2010 ; Vol. 13, No. 2. pp. 197-221.
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