Including Relational Goods Within the Diffusion of Innovation Framework

Anna Marrucci and Riccardo Rialti
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Anna Marrucci: University of Pisa
Riccardo Rialti: University of Milan

Chapter Chapter 4 in Successful Digital Transformation Initiatives in SMEs, 2023, pp 43-52 from Springer

Abstract: Abstract Rogers’ Diffusion of Innovation Theory (DOI) is a parsimonious theory to explore how a technology is adopted by a social group (including organizations). The DOI pertains that users may be dived within five categories: innovators, early adopters, early majority, late majority, and laggards. Four macro factors influence technology diffusion: social system, relative advantage, communication, and time. In such a regard, scant attention has traditionally been paid to communication and social system importance in technological diffusion within an organization, while these two factors may be the most relevant in Industry 4.0 oriented transformations. Building on this assumption, the authors attempt to contextualize how the two constituents of relational goods may be integrated within the DOI Theory.

Keywords: Diffusion of innovation; Digital technologies; Digital innovation; Social system; Internal communication; Technological complexity (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-031-36465-5_4

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DOI: 10.1007/978-3-031-36465-5_4

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