Innovation Profiles: A New Tool for Capital Equipment Manufacturers

Abstract

Bases itself on the premise that the categorisation of people who may adopt innovations is not the sole answer to the length of time taken for diffusion of innovations, but that a major factor is the characteristic of the innovations as perceived by adopters or non‐adopters. Says that marketers have an interest in decreasing the time taken for an innovation to diffuse throughout an industry by changing people from one category into another which is more progressive in outlook. States that two main industries were chosen to be used in this study – the flour milling industry and, to a lesser degree, the malting and dairying industries. Decided that the relationships between the time taken for innovations to diffuse throughout industry, and the characteristics of the innovations as perceived by technologists responsible for their introduction. Lays out the research method in detail and discusses this. Sums up that the research illustrates a method of studying the perceived characteristics technological innovation and shows a strong relationship between innovations and time taken.

Citation

Hayward, G., Allen, D.H. and Masterson, J. (1977), "Innovation Profiles: A New Tool for Capital Equipment Manufacturers", European Journal of Marketing, Vol. 11 No. 4, pp. 299-311. https://doi.org/10.1108/EUM0000000005016