Wednesday, September 14, 2011

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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