Background
Research objectives
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Identification of the main dimensions and related determinants helping in diffusion & adoption of product innovation.
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Prioritisation of the dimensions to develop framework helping in diffusion & adoption of product innovation.
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Prioritisation of the determinants to develop the framework supporting in diffusion & adoption of product innovation.
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Global ranking of determinants for successful diffusion & adoption of product innovation.
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Analysis of the global ranks and local ranks of dimensions and determinants.
Literature review
Diffusion and adoption of product innovation
Identification of determinants helping in diffusion & adoption of product innovation
Innovativeness
Social system (SS)
Communication (CM)
Time (TM)
Dimensions | References | Determinants | References |
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Innovativeness (IN) | Zikmund & D’ Amico (1993), Gopalakrishnan and Damanpour (1994), Kinnear et al. (1995), Lambkin (1998), Baker(1999), Cooper(2001), Tidd (2001), Rogers (2003), Lamb et al. (2004), Hoffman (2005), Winer (2007), Solomon (2009), Hameed et al. (2012a), Rampersad et al. (2012), Lee (2014), Montazemi and Qahri-Saremi (2015), Pham and Ho (2015), Porter and Graham (2015), Wu and Chiu, (2015), Mannan et al. (2016) Rogers (2004), Zikmund et al. (2003), Cooper (2010) | Uniqueness (UQ)
exclusiveness of innovation
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Relative Advantage (RA)
the clearly seen benefit provided by innovation
| Poon and Swatman (1999), Beatty et al. (2001), Kuan and Chau (2001), Mirchandani and Motwani (2001), Mehrtens et al. (2001), Chwelos, et al. (2001), Doolin et al. (2003), El-Gohary (2012), Vasseur and Kemp (2015), El-Gohary et al. (2009), Grandon and Pearson (2004), Al-Qirim (2006), Stockdale and Standing (2006), Kumar (2015a, 2015b, 2015c, 2015d), Moore and Benbasat(1991), Chiyangwa and Alexander (2016), Sabi et al. (2016), Wang et al. (2016), Lee (2014), Trang et al. (2016), Lawson-Body and O’Keefe (2006), Hameed et al. (2012a), Al-Qirim (2007), Wu and Chiu (2015) | ||
Compatibility(CB)
compatible with a lifestyle norms, values, and skills of consumers
| Vasseur and Kemp (2015), El-Gohary (2012). El-Gohary et al. (2009), Beatty et al., (2001), Mirchandani and Motwani (2001), Kumar et al.(2015a, 2015b, 2015c, 2015d), Moore and Benbasat (1991), Chiyangwa and Alexander (2016), Sabi et al. (2016), Pham and Ho (2015), Arifin and Frmanzah (2015), Wang et al. (2016), Trang et al. (2016), Damanpour (1996), Gopalakrishnan and Damanpour (1994), Hameed et al. (2012a), Rampersad et al.(2012), Wu and Chiu (2015) | ||
Customization(CU) Alterable to individual or personal specifications
| Pine and Gilmore (1999a, 1999b), Duray et al. (2000a), Hameed et al. (2012a), Anuar et al. (2014), Dedehayir et al. (2014), Noppers et al. (2015),Chiyangwa and Alexander(2016), Sabi et al. (2016), Wang et al. (2016). Chang et al. (2015), Mannan & Khurana (2012), Khurana et al. (2013), Khurana et al. (2014). | ||
Trial ability (TB) Ability to try out innovation
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Social system (SS) | Montazemi and Qahri-Saremi (2015), Rogers (2003), Vasseur and Kemp (2015), Venkatesh et al., (2003), Chiyangwa and Alexander (2016), Sarpong et al. (2016), Locke and Rissman (2015), Long et al. (2016), Montalvo (2008), Shen et al. (2015), Rai and Robinson (2015), Dahnil et al. (2014), Brook and Pagnanelli (2014), Hottenstein et al. (1999), Hameed et al. (2012a) | Attitude towards change (TC)
Customer reaction towards change
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Rational relationships (RR)
Reasonable relationship based on the facts
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Homogeneity level (HL)
Uniformity of social system
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Nature & norms (NN)
Social and cultural policies of the society
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Communication (CM) | Mode of communication (MC)
Medium of communication
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Understandable communication (UD)
Easy to understand
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Communication channels (CC)
Link of information
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Communication network (CN)
Interact and exchange information in social system
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Time (TM) | Introduction timing (IT)
Proper timing of introduction of innovation into the market
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Product development cycle (PD)
Time require to develop an innovation
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Progressive Technology (PT)
Innovation making obsolete to the existing one with time
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Adoption rate (AR)
Time require to adopt innovation
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Research gaps
Methods
N | 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | 10 |
RI | 0 | 0 | 0.52 | 0.89 | 1.11 | 1.25 | 1.35 | 1.40 | 1.45 | 1.49 |
Data analysis and results
Diffusion and adoption dimensions | Innovativeness (IN) | Social system (SS) | Communication (CM) | Time (TM) | Priority weight | Rank |
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Innovativeness (IN) | 1 | 2 | 1/3 | 1/4 | 0.124793 | 3 |
Social system (SS) | – | 1 | 1/4 | 1/5 | 0.0777981 | 4 |
Communication (CM) | – | – | 1 | 1/2 | 0.305571 | 2 |
Time (TM) | – | – | – | 1 | 0.491839 | 1 |
Determinants under “Innovativeness” | Uniqueness (UQ) | Relative Advantage (RA) | Compatibility (CB) | Customization (CU) | Trial-ability (TB) | Priority weight | Rank |
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Uniqueness (UQ) | 1 | ¼ | 1/3 | 1/5 | 2 | 0.0799396 | 5 |
Relative Advantage (RA) | – | 1 | 1/5 | 2 | 5 | 0.266364 | 2 |
Compatibility(CB) | – | – | 1 | 4 | 6 | 0.418962 | 1 |
Customization(CU) | – | – | – | 1 | 3 | 0.18301 | 3 |
Trialability (TB) | – | – | – | – | 1 | 0.0517252 | 4 |
Determinants under “Social system” | Attitude Towards Change (TC) | Rational Relationships (RR) | Homogeneity level (HL) | Nature &Norms (NN) | Priority weight | Rank |
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Attitude Towards Change (TC) | 1 | 5 | 3 | 1/3 | 0.282984 | 2 |
Rational Relationships (RR) | – | 1 | 1/3 | 1/6 | 0.0599547 | 4 |
Homogeneity level (HL) | – | – | 1 | 1/3 | 0.141077 | 3 |
Nature & Norms (NN) | – | – | – | 1 | 0.515984 | 1 |
Determinants under “Communication” | Mode of Communication (MC) | Understandable communication (UD) | Communication channels (CC) | Communication Network (CN) | Priority weight | Rank |
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Mode of Communication (MC) | 1 | 1/2 | 3 | 5 | 0.310242 | 2 |
Understandable communication (UD) | – | 1 | 4 | 6 | 0.494763 | 1 |
Communication channels (CC) | – | – | 1 | 3 | 0.133594 | 3 |
Communication Network (CN) | – | – | – | 1 | 0.061401 | 4 |
Determinants under “Time” | Introduction timing (IT) | Product Development cycle (PD) | Progressive Technology (PT) | Adoption rate (AR) | Priority weight | Rank |
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Introduction timing (IT) | 1 | 4 | 1/3 | 1/2 | 0.179611 | 3 |
Product Development cycle (PD) | – | 1 | 1/6 | 1/4 | 0.0632412 | 4 |
Progressive Technology (PT) | – | – | 1 | 2 | 0.479702 | 1 |
Adoption rate (AR) | – | – | – | 1 | 0.277445 | 2 |
Dimensions | Relative weight | Determinants | Local weight | Local rank | Global weight | Global rank |
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Innovativeness (IN) | 0.124793 | Uniqueness (UQ) | 0.079940 | 4 | 0.0099759 | 15 |
Relative Advantage (RA) | 0.266364 | 2 | 0.0332403 | 9 | ||
Compatibility (CB) | 0.418962 | 1 | 0.052283 | 6 | ||
Customization(CU) | 0.18301 | 3 | 0.022838 | 11 | ||
Trialability (TB) | 0.051725 | 5 | 0.0064549 | 16 | ||
Social system (SS) | 0.077798 | Attitude towards change (TC) | 0.282984 | 2 | 0.0220156 | 12 |
Rational Relationships (RR) | 0.059955 | 4 | 0.004664 | 17 | ||
Homogeneity level (HL) | 0.141077 | 3 | 0.010975 | 14 | ||
Nature & Norms (NN) | 0.515984 | 1 | 0.040142 | 8 | ||
Communication (CM) | 0.305571 | Mode of Communication (MC) | 0.310242 | 2 | 0.09480 | 4 |
Understandable communication(UC) | 0.494763 | 1 | 0.151185 | 2 | ||
Communication channels (CC) | 0.133594 | 3 | 0.04082 | 7 | ||
Networking (NW) | 0.061401 | 4 | 0.01876 | 13 | ||
Time (TM) | 0.491839 | Introduction timing (IT) | 0.179611 | 3 | 0.088339 | 5 |
Development time (DT) | 0.063241 | 4 | 0.031104 | 10 | ||
Progressive Technology (PT) | 0.479702 | 1 | 0.23593 | 1 | ||
Adoption rate (AR) | 0.277445 | 2 | 0.13645 | 3 |
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If considering innovativeness as a primary dimension, then the highest local weight is of compatibility followed by relative advantage.
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If considering a social system as the main dimension, then the highest local weight is of rational relationships followed by nature and norms.
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If considering communication as a main dimension than the highest local weight is of understandable communication followed by mode of communication.
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If considering time as a main dimension than the highest local weight is of progressive technology followed by adoption rate.
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When considering a global weight then progressive technology, Understandable communication, Adoption rate, Mode of Communication, Introduction timing, Compatibility, Communication channels, Nature & norms have relative higher weight than other determinants.
Result and discussion
Managerial implications
S. No. | Finding/ learning | Task/s | Next course of action | Next operational action | Benefits/Outcomes | Beneficiary/Beneficiaries |
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1. | Input and output model of innovation management processes | -Review of article & past literature -Understanding experiences through case studies -Expert opinion | Comprehension of goals and objectives | - Identify gaps in organisational innovation processes -Identify areas of improvements. -Improve flow of resources and information | -Helpful for organisations in identifying the gaps, flow of information and flow of resources between the current and the desired conditions of diffusion and adoption -Helps in identifying the areas which require improvements | Research team, top management, operation management team, product developers & designers, Marketing professionals, advertising experts, science and psychology experts, consumers, stakeholders etc. |
2. | Considering innovativeness, social system, communication and time as main factors/ dimensions given by Rogers (2003) | -Review of article & past literature -Expert opinion | Learning of diffusion and adoption dimensions from different perspectives | -Recognition was given to the main factors that need to be tackle for efficient diffusion and adoption | All the four dimensions cover a broad spectrum of diffusion and adoption | Research team, top management, operation management team |
3. | Identifying sub-factors/ determinants related to four dimensions of diffusion and adoption of product innovation | -Literature review -filling of questionnaire -group and expert discussion | In-depth learning about the relevance of dimensions and their correlation | -Identify sub-factors which directly or indirectly influences diffusion & adoption - Categorise and tackle them as per the requirement | -Clarity on diffusion and adoption process - Clarity about the relation between dimensions and their determinants -Clarity about how to set up a hierarchy of different dimensions and determinants | Research team, top management, operation management team, product developers & designers |
4. | Establishing hierarchy of goal, objectives, dimensions and determinants | -Taking research team and expert suggestions/opinions -Developing different framework -Discussion with focus group and experts -selection of best framework | Learning about the different levels of dimensions that influence diffusion and adoption | - Develop an effective plan considering factors and sub-factors | -A hierarchical model that depicts diffusion and adoption -Clarity about the levels of hierarchy -Clarity in the complex relationship between the dimension | Research team, top management, operation management team, product developers & designers, Marketing professionals |
5. | Using AHP approach | -Taking expert opinion using AHP questionnaire -Data collection and analysis | Finding of the different weight value of each dimension and determinant | -Judge relative importance of each factor and subfactor -Assign priority according to the global rank | -Ranking of each dimension and determinants. -The relative importance of each dimension and determinant w.r.t. Diffusion and adoption of product innovation | Research team, top management, operation management team, product developers & designers, Marketing professionals, advertising experts, science and psychology experts |
6. | Planning and implementation of AHP results | -Correct depiction of results -Reframe results according to organisation | Learning about the result interpretation and the relative importance of each dimension and determinant | - Develop strategic and tactical plans - Improving the product innovation as per requirements - Maintain relative advantages towards achieving a competitive edge over competitors | -Helpful for the MSMEs that has various kinds of resource constraints. - Provide benefit in strategic planning - Help in deciding the dimensions that should incorporate in product while designing -Help in deciding the level of customization in the product. | Research team, top management, operation management team, product developers & designers, Marketing professionals, advertising experts, science and psychology experts, consumers, stakeholders, |