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| Author: | Weiss, J. Dale, B. |
| Title: | Diffusing against mature technology: issues and strategy |
| Journal: | Industrial Marketing Management
1998 : JUL, VOL. 27:4, p. 293-304 |
| Index terms: | TECHNOLOGY STRATEGY INDUSTRIAL MARKETING |
| Language: | eng |
| Abstract: | The classic attributes of diffusion identified by Rogers -- relative advantage, compatibility, complexity, trialability, and observability -- are a good basis for evaluating the diffusion prospects of a new technology quantitatively. The process may be simplified by evaluating just two primary factors, the relative performance advantage and the degree of operational novelty introduced by the new technology relative to its antecedent. |
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