In Chapter 5, the book touches on Diffusion of Innovation on page 152 but I wanted to provide you with a little more detail on the topic. It's really important when you think about change- this could be the kind of change that comes when you develop a new product, modify an existing one, or make any kind of organizational change. It's all about how to people adopt (or accept) innovation.

The process by which the use of an innovation- whether a product, a service, or a process- spreads throughout a market group, over time and across various categories of adopters is diffusion of innovation. The theory around diffusion of innovation helps marketers understand the rate at which consumers are likely to adopt a new product or service. It also helps them to identify potential markets and predict sales for their new products.

In the diffusion of innovation theory, five adopter groups have been identified: innovators, early adopters, early mainstream, late mainstream, and laggards (or lagging adopters). I've attached a visual representation of the diffusion of innovation- you will notice it makes a bell curve.

Innovators- are buyers who want to be the first to have a new product or service. They enjoy taking risks and are regarded as highly knowledgable. They are generally very well informed about a certain product category. While they represent only 2.5% of the total market for a new product, they are crucial to the success of any new product because they usually talk a lot about the products and review them vocally.

Example: Think of a person who drives a self-driving car prototype as an innovator OR think of Steve Jobs and the folks at Apple as they created iPhones/iPads, etc.

Early Adopters- This group consists of about 13.5% of all buyers. They generally don’t take as much risk as innovators (they wait to see what innovators say about a product) but they are regarded as opinion leaders for particular product categories as the other three buyer categories often rely on their feedback.

Example: When the iPhone was first released, the very first buyers would be early adopters.  

Early majority- this group represents about 34% of all buyers. This group is crucial because a product usually doesn’t become profitable until this large group purchases it. If this group never becomes large enough, the product or service can fail. The early majority doesn’t take as many risks and tends to wait until the bugs are worked out of a particular product or service.

Example: When the bugs were worked out on the iPhones, this group bought. They waited until the product was purchased and reviewed by the early adopters.

Late majority- this group also represents about 34% of all buyers. This is the last group of buyers to enter a new product market. When they do, the product has achieved its full market potential. By the time this group enters the market, sales tend to level off or may be in decline.  

Example: After several versions of the iPhone were released, they finally decided to ditch their Blackberry and purchase.

Laggards- this group represents about 16% of the market. These consumers like to avoid change and rely on traditional products until they are no longer available.

Example: Laggards STILL use flip phones. They will probably use flip phones until they are no longer manufactured. They resist change at all costs.

I use the example of phones but it's important to keep in mind that the Diffusion of Innovation can apply to just about anything. It's also important to remember that people are not set in their adopter group for every product- it can vary. For example, my stepdad would be a laggard when it comes to phones (he still uses a flip phone). However, he might be considered an early adopter or early mainstream when it comes to golf clubs. He's much more likely to purchase a newer model of golf club than a new phone. So....don't think of people as being stuck in their adopter group, it can certainly vary based on the product/service/process.

What affects the rate of adoption?

Some of the things that affect the rate include:

Relative advantage- this is the degree to which the innovation appears superior to existing products. Example: Electric cars were adopted quickly because of their advantage over gas powered cars.

Compatibility- The degree to which the innovation fits the values and experiences of potential customers. Example: Electric cars are driven the same way as gas powered cars so they fit the experiences of drivers.

Complexity- The degree to which the innovation is difficult to understand or use. Example: This is where self-driving cars may struggle because it's hard to understand how that could be safe.

Divisibility- The degree to which the innovation may be tried on a limited basis. Example: consumers can test-drive electric or self-driving cars which helps increase the adoption rate.

Communicability- The degree to which the results of using the innovation can be observed or described to others. Example: If you can easily describe or demonstrate how to use a self-driving car and how the technology works, you will increased adoption.

Discussion Board Assignment Instructions:

1. Identify a product or service you use where you may be considered an early adopter. Explain.

2. Identify a product or service you use where you may be considered early mainstream or late mainstream. Explain.

3. Identify a product or service you use where you may be considered a laggard. Explain. (We are all laggards in some area. Confession- I still love have the old school Uggs but I don't wear them in public anymore).  

You’ve been asked to provide training on conflict management in the workplace. You will create a presentation to give people at your workplace techniques for dealing with conflict.

To prepare for this assignment:

• Consider a time you were witness to, or involved in, a conflict at work. Imagine your supervisor has asked you to help the team, and the firm, by creating a PowerPoint presentation about conflict management in the workplace.
• Research company guidelines (your own workplace and/or others) and conflict management techniques.

Create a PowerPoint presentation of 8-10 slides:

• Include a title slide
• Include 1-2 slides in which you briefly detail the conflict you were witness to or involved in, parties/departments involved, and resolution.
• Provide slides describing specific techniques for positive and proactive conflict management.
• On the remaining slides, relevant identify employee policy, procedure, and protocol for attention to conflict in the workplace.
• Also consider including a list of what NOT to do.

Be sure to properly cite any sources used with in-text citations (author last name, year) and a final references slide in APA format.

Using a relevant example, detail your understanding of the relationship between risk and the various trade finance instruments.

Discuss in detail the pros and cons of using transformations. Also discuss any alternatives to transforming your data.

Can a hydropower plant be a baseload plant as well as a peak load
plant? In detail, discuss your answer.

Discuss in detail how you believe a systems approach to organizations development could benefit your organization.

How will carbon tax affect the forestry in Canada. Please elaborate your answer

Please answer this in detail.

Academics warn practitioners about overusing of IRR, and, nevertheless, IRR remains probably the most popular measure. What is making the IRR so attractive? And what are the "dangers" of using IRR without NPV? You may use the textbook as your starting point, but please give your own examples, when using IRR as an investment criterion would lead, in your opinion, to a wrong decision.

Academics warn practitioners about overusing of IRR, and, nevertheless, IRR remains probably the most popular measure. What is making the IRR so attractive? And what are the "dangers" of using IRR without NPV? You may use the textbook as your starting point, but please give your own examples, when using IRR as an investment criterion would lead, in your opinion, to a wrong decision.