Information Technology Reference
In-Depth Information
•
The interactive model is a linear and sequential model of innovation with a
need-pull and technological push. Internal and external knowledge is used
to solve problems. The model uses the technological pull and push to real-
ize diffusion. Market needs encourage technological innovation; at the same
time, technology allows reaching new markets.
•
The linked-chain model consists of six elements that are linked together:
(1) market finding, (2) analytical design, (3) development, (4) production, (5)
marketing, and (6) research and knowledge. Knowledge, in this model, is
the core element that fuels diffusion. The steps include development of a
(new) product, design of the product, testing, development of a prototype,
distribution of the product, and research. This chain represents a conven-
tional step-by-step path to innovation.
•
In the emergent model, innovation is brought about through the proliferation
of ideas, by competition among different potential solutions. Shock, surprise,
and setbacks in the adoption of new ideas or products are beneficial. (Bask-
erville and Pries-Heje 2001, 183-186)
The first two models are conventional in their linearity to the problem-solution
approach. The emergent model takes into account the dynamic and ever-changing
reality institutions face and the need to become a learning organization.
In summary, effective diffusion is dependent on users, information sources, con-
tent of the message, medium of the message, and context:
•
User groups or potential users are clearly defined.
•
Information sources are highly knowledgeable in the subject area.
•
Content is understood through examples, stories, and demonstrations by
the users.
•
The medium of the message is described, packaged, repackaged, and
transmitted in a format desired by the users.
•
Context for the use of new knowledge is affected by the environment,
people, and support needed to facilitate use.
Influence of Culture on Diffusion
Classical diffusion studies focused on the novelty of innovation, the communic-
ation process and channels, and the adoption of innovation. Innovation implies for-
Search WWH ::
Custom Search