Abstract:

Diffusion of Innovations Theory, developed to explain individual adoption of innovation, has been readily applied to organisations too, where the same model is assumed to operate at a consolidated level. In examining an industry that uses complex and critical technology products, this preliminary study uses focus group data to extend and rationalize preexisting diffusion models. It introduces the importance of environmental context to the diffusion process. This provides
a richer model than those previously developed, which may be more appropriate for many modern high technology organisations, and improve adoption of new technology.