Diffusion and Adoption Strategy
The idea of innovation is commonly discussed in corporate circles but there has been little research that explores the dynamics that influence its occurrence, or even the fact that people are often hesitant to embrace new ideas that are the hallmark of innovation. It is ironical that even though innovation is the actual transition driver that ensures continuity from one phase to another in the corporate sector and industry, there is less than adequate research available to the players concerned; to equip them with the requisite skills and attitude for a fertile ground that will enable innovation to thrive. All CEOs in the modern business era are faced with stiff competition. They have targets that sometimes turn out to be almost impossible to achieve because innovation is either dormant among the key players in their teams, or that there is little appreciation of the role of the same in driving such firms to the next level. This paper is a discussion meant to stimulate marketing teams of business entities to the nature of innovation and the fundamental approaches they should embrace to succeed in the increasing competitive market. Information is dawn from several convincing researches that come with supportive evidence. The final part offers clear-cut strategies in handling the launching of new products and exploring new markets. Diffusion and adoption is a central concept that can be used to equip marketers with the requisite business, marketing and, more importantly, the psychological strategies that influence people's choices and adoption of new ideas. There is no guarantee that even a great product will always be readily accepted. There are many countercurrents that marketing associates must understand and seek to surmount. This paper offers potent proposals on just how that can be done. It is hoped that after going through the details here, companies (and marketers in particular) will be empowered to transition from one business phase to another with relative ease.
Introduction
Research on diffusion is based the conditions that influence the likelihood that an idea will be embraced by a given cultural group. Innovation and diffusion theory explains that aspects such as media and contacts...
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