MediaTech: Innovation Adoption & Development: Rogers Development (U3-P2)

How does the innovation development process work?

1. Recognizing a Problem or Need
2. Basic and Applied Research
3. Development
4. Commercialization
5. Diffusion and Adoption
6. Consequences

1. Recognizing a Problem or Need
2. Basic and Applied Research

• Basic research: gain basic scientific knowledge
• Applied research: using scientific knowledge

3. Development

• Role of skunk works in organization?   (Oxford Dictionary definition) 
• Technology transfer: two-way exchange of tech
• Technology transfer: “two or more parties must participate in a series of communication exchanges as they seek to establish a mutual understanding about the meaning of the technology” (Rogers)
• Example
• VCR invented by Ampex, a U.S. company in late 50s
• Sold big VCRs to television stations
• Home use: They said “we’re not in that market”
• Sold rights to Sony
• And now you know the rest of the story

4. Commercialization

• Commercialization: “the production, manufacturing, packaging, marketing, and distribution of a product that embodies the innovation.” (Rogers)
• Technology cluster: “consists of one or more distinguishable elements of technology that are perceived as being interrelated closely.” (Rogers)
• e.g., computer and mouse
• e.g., mp3 player and ____________

5. Diffusion and Adoption
6. Consequences

• More on consequences later.

See this process in the Empire of the Air?



Source: Diffusion of Innovations, 4th ed.



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