Digital Media and Innovation takes an in-depth look at how smart, creative companies have transformed the business of media and telecommunications by introducing unique and original products and services. Today’s media managers are faced with the same basic question: what are the best methods for staying competitive over time? In one word: innovation. From electronic commerce (Amazon, Google) to music and video streaming (Apple, Pandora, and Netflix), digital media has transformed the business of retail selling and personal lifestyle. This text will introduce current and future media industry professionals to the people, companies, and strategies that have proven to be real game changers by offering the marketplace a unique value proposition for the consumer.
Chapter 6: The Diffusion of Innovation Revisited Product Launch Strategy in the Digital Age
The Diffusion of Innovation Revisited Product Launch Strategy in the Digital Age
In 1962, communication scholar Everett Rogers wrote the first edition of his seminal work Diffusion of Innovations. This book is considered a classic in the field of communication and has subsequently gone through multiple editions and updates since that time. Diffusion of innovation is a set of theories that seeks to explain how new ideas and technologies diffuse though a specific population.1 It further considers the rate of adoption, that is, the speed at which some members of a social system accept, reject, or delay an innovative change or practice. Anyone purporting to effect change, whether it be an educator, health-care ...