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Diffusion of Innovations. Everett M. Rogers. 경영학과 오퍼레이션전공 석사 2 학기 서동엽 / 오다 아야카. Chapter 1. Elements of Diffusion. <Case> Water Boiling in a Peruvian Village. Attempt to introduce innovations to villagers to improve their health and lengthen their lives Water boiling Campaign.
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Diffusion of Innovations Everett M. Rogers 경영학과 오퍼레이션전공석사2학기 서동엽 / 오다 아야카
Chapter 1. Elements of Diffusion <Case> Water Boiling in a Peruvian Village Attempt to introduce innovations to villagers to improve their health and lengthen their lives Water boiling Campaign Diffusion Campaign Failed The innovation was perceived as culturally inappropriate by the villagers (Norms) Worked with the wrong housewives (Oionion Leaders and the Interpersonal networks) Change Agent was “Innovation-oriented” rather than “Client-oriented” Getting a new idea adopted, even when it has obvious advantages, is difficult !!
Chapter 1. Elements of Diffusion What is Diffusion? Diffusion is the process by which an innovation is communicated through certain channelsover time among the members of social system.
Chapter 1. Elements of Diffusion What perceived attributes of innovations accelerate the rate of adoption?
Chapter 1. Elements of Diffusion Who Killed The Electric Car? EV1: Anelectric car produced and leased by the General Motors Corporation from 1996 to 1999 While customer reaction to the EV1 was positive, GM believed that electric cars occupied an unprofitable niche of the automobile market, and ending up crushing all their electric cars, regardless of protesting customers.
Chapter 1. Elements of Diffusion Q1. Why has the diffusion of Electric Vehicles (EV) failed so far? • What are the pros and cons of EV?Gasoline/ Zero emission/Money SavingNo Infrastructure, Price, Distance it can travel • Some companies (GM, Nissan) has invested in EV, while others (Hyundai) have not. Why? Are there any organizational issues? • Is there any other mechanisms that are blocking the diffusion process of EV? Do you think mass media can help?
Chapter 1. Elements of Diffusion 유력한 용의자 • 용의자1 – 석유회사 • 전기자동차의 시장진출 휘발유 사용량 감소 • 전기자동차 생산과 관련법 폐지 시도 • 용의자2– GM • EV1의생산라인을 없애기 위해 EV1의 구매자 없는 것으로 내부분위기 유도 • 다른 생산라인(Corvette, Hummer)과의 Conflict • 캘리포니아 대기자원부와 연방정부에 ‘배기가스 제로법’ 철폐 요구 • 용의자3– 정부 • 부시행정부와 석유산업의 심각한 정경유착 • 전기자동차를 반대하는 정부 핵심인물들이 이미 정부 요직을 차지 • 용의자4– 소비자 • 소비자들은 전기자동차와 휘발유 자동차의 차이를 이해하지 잘 못함 • 자동차가 작동하는 것과 작동하는데 비용이 얼마나 드는가 에만 관심 • 용의자5– 캘리포니아 대기 자원국(CARB) • '배기가스 제로법'을 만들었으나 연방정부와 기업의 압력을 이겨내지 못하고 결국 법을 폐지 • 당시 의장이었던 앨런로이드의 추진력과 지도력 부족으로 실패
Chapter 1. Elements of Diffusion Q2. What are the key factors that lead to successful diffusion?
Chapter 1. Elements of Diffusion Q3. Roger seems to focus ‘too much’ on communication for the diffusion of innovation. What about price?
Chapter 1. Elements of Diffusion Q4. How can the firms change the slope of the S-curve?
Chapter 7. Innovativeness and Adopter Categories Adopter categories The classifications of members of a system on the basis of their innovativeness Innovativeness The degree to which an individual(or other unit of adoption) is relatively earlier in adopting new ideas than other members of a system Main dependent variable in diffusion research
Chapter 7. Innovativeness and Adopter Categories 채택자의 누적수 새로운 채택자
Chapter 7. Innovativeness and Adopter Categories 네트워크 • 확산은 사회적 과정 • 새로운 아이디어나 개혁은 대인 네트워크를 통해서 이동 • 인접성이 개혁의 확산 여부에 큰 영향을 미침 사회경제적 지위 개혁성 (Innovativeness) 개성적 가치 Diffusion 커뮤니케이션 행위
Chapter 7. Innovativeness and Adopter Categories Q5. Do you think Network Effect really works for diffusion? • The more members there are in the network, the faster the innovation may diffuse. If this is the case, the firms shall identify such network and aim to diffuse new technology to those in the network, or to those who serve as an opinion leader to the network.
