Netflix is my innovation (i.e., Netflix offers technology integrated access to all types of video entertainment. It is forcing change within the world of entertainment rentals and pushing a need for convenience. Disruptive in store entertainment Netflix introduced a new pricing strategy that disrupted the entertainment industry).
•Choose an innovation(Netflix that is presently available (i.e., something that actually exists in the world and is available to people who want to adopt it). The innovation should not have diffused beyond its critical mass point. The innovation can be a technology, an idea, a behavior, or anything else that qualifies under the terms we discuss in the class. Describe your innovation’s diffusion status and its prospects for the future.
• Begin your paper with a description of the innovation, using the five attributes Rogers describes as the outline for your description. This should take about two or three pages (i.e., about 3 paragraphs).
• Then, address the following questions as best you can with available information. You can ignore questions for which you can’t find any information or questions that are not relevant, but the more of these issues that you can address the stronger your paper will be:
(1) In what social system(s) is the technology diffusing? Who has adopted that technology, and for what purposes? Who makes adoption decisions?
(2) What role has opinion leaders played (if any) in diffusion so far?
(3) How do people become aware of this technology? Through what sort of networks does information spread? Are there gatekeepers for this information, such as doctors, parents, or lawyers? What level of adoption would likely constitute the critical mass needed for this technology?
(4) Has there been any reinvention of the technology?
(5) Is diffusion stalled for any reason? (For example, are there government regulations regarding use of this technology?)
(6) Who is benefiting from diffusion? Is anyone harmed by diffusion? Who is lagging? Why?
1.knowledge (awareness of the existence of the innovation)
2.persuasion (mobilizing positive attitudes toward the innovation)
3.decision (securing commitment to adopt the innovation)
4.implementation (operationalization in use)
5.confirmation (positive outcomes reinforce the process of diffusion)
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