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The lowest levels were generally larger in numbers and tended to coincide with various demographic attributes that might be targeted by mass advertising. However, it found that direct word of mouth and example were far more influential than broadcast messages, which were only effective if they reinforced the direct influences.
In diffusion of innovation theory, a pro-innovation bias is a belief that innovation should be adopted by the whole society without the need for its alteration. [1] [2] The innovation's "champion" has a such strong bias in favor of the innovation, that they may not see its limitations or weaknesses and continue to promote it nonetheless.
Everett M. "Ev" Rogers (March 6, 1931 – October 21, 2004) was an American communication theorist and sociologist, who originated the diffusion of innovations theory and introduced the term early adopter.
The coefficient is called the coefficient of imitation, internal influence or word-of-mouth effect. Typical values of p {\displaystyle \ p} and q {\displaystyle \ q} when time t {\displaystyle \ t} is measured in years: [ 5 ]
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Innovation management is a combination of the management of innovation processes, and change management.It refers to product, business process, marketing and organizational innovation.
Technological innovation is the process where an organization (or a group of people working outside a structured organization) embarks in a journey where the importance of technology as a source of innovation has been identified as a critical success factor for increased market competitiveness. [2]
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