Business 301: Rogers’ Innovation Adoption Curve

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Problems With Multi-Level Marketing (MLM)
  • The innovation adoption curve of Rogers is a model that classifies adopters of innovations into various categories, based on the idea that certain individuals are inevitably more open to adaptation than others.
  • All innovations go through a natural, predictable, and sometimes lengthy process before becoming widely adopted within a population.
  • Categories:
    • Innovators (2.5 %)
    • Early Adopters (13.5 %)
    • Early Majority (34 %)
    • Late Majority (34 %)
    • Laggards (16 %)
  • A person’s innovation adoption characteristic affects the rate of uptake of an innovation over time.
  • Different adopter groups buy into innovation for different reasons and have different expectations.
  • People who are innovators and early adopters are easier to convince to innovate.
  • Mainstream adopters (early and late majority) who make up 64 % of any population and these adopters determine whether an innovative practice is embedded.
  • Innovators may require looser and less tightly controlled conditions, while mainstream adopters may require more stability and support, and mainstream adopters need a different emphasis on technology and teaching practice.
  • There are not enough of innovators and early adopters to have an impact on embedding innovation in an organization.
  • The early and late majority, called the mainstream adopters, are the ones who can make the difference to whether an innovative practice is embedded in an organization.
  • The early majority think through the pros and cons of a new idea before they adopt and help to make it more tangible and acceptable, but if the support systems and infrastructure aren’t there they’ll hold back on commitment.
  • The late majority, on the other hand, are creatures of habit and predictability. They want to know the rules and love systems. Fortunately, when they don’t find rules or systems, they start figuring them out.
  • Laggards are very set in their way, and will only adopt innovation when it has already become mainstream.
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