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

Jason MacVaugh, Francesco Schiavone

    Research output: Contribution to journalArticlepeer-review

    184 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

    Keywords

    • Diffusion
    • Innovation
    • Social networks
    • Communication technologies

    Fingerprint

    Dive into the research topics of 'Limits to the diffusion of innovation: A literature review and integrative model'. Together they form a unique fingerprint.

    Cite this