Explore how the diffusion of innovations theory aids in developing marketing strategies for new products and increasing market share through five key steps.

James W. Dearing ([email protected]) is a professor in the Department of Communication at Michigan State University, in East Lansing. Jeffrey G. Cox is a research associate in the Department of ...

Adoption is a personal state of mind — being innovative, but it’s also a function of your connectedness to other people. Not surprisingly, Ev Rogers (father of diffusion theory) was a communications ...

Innovation is the hottest word in health care. Yet in a sprawling $3 trillion sector, the positive consequences of innovation are realized only if what one entity learns spreads from the innovator to ...

Innovation in low-carbon technologies (LCTs), which is essential in the fight against climate change, has slowed in recent years. This Staff Discussion Note shows that a global climate policy strategy ...