1. Diffusion of innovation is one of the critical theory in the field of marketing. Diffusion of innovation elaborates on why, how and what rate is new technology and ideas spreading in various cultures. One of the individual that popularized diffusion of innovations is Everett Rogers. Innovation diffuse through various stages and spreads through cultures. Diffusion of innovation means that every market is made of customers who are different in the willingness and readiness to adopt new products in the marketplace. Based on the theory an innovative product diffuses in the marketplace in an overlapping and successive waves. Studies Continue reading...
