This book is the classic reference on innovation diffusion. The are several insights it gives, not least the well known categorisation of adopters and identification of variables that affect the speed of adoption.
I particularly draw upon the following insights:
Innovation development process
Rogers describes his view of a the process of developing an innovation. His process starts off with recognising a particular problem or need. It ends with diffusion and adoption.
1. Recognizing a Problem or Need
2. Basic and Applied Research
5. Diffusion and adoption
Innovation decision process
Individuals and organizations go through an innovation decision process. Rogers describes his virtue of this as consisting of 5 phases:
Variables affecting rate of adoption
Another great insight is the identification of a set of variable that can affect the rate at which an innovation is adopted. These are:
1. Relative Advantage
Categories of Innovator adopters
Adoption curve, including five adopter type categories: