Reimagining diffusion: Eight building blocks for reconceptualising the generalisation of innovation into society

This editorial focuses on the diverse studies and frameworks related to the diffusion of innovations, building beyond Everett Rogers' seminal work from 1962. Despite a renewed interest in diffusion research, fragmentation exists as different academic communities work independently with limited cross-referencing. Seeing great advantage in building bridges and exchanging insights across these conceptual and empirical expansions of Rogers, this editorial explores the heterogeneous nature of diffusion, embracing more variety, in terms of innovations types, systems, geographies and pathways. Using “generalisation” as a broad umbrella term that captures the essence of these expansions on diffusion theory, eight building blocks were identified from the literature, offering new research avenues to study diffusion. The special issue encompasses nine articles in which a broader understanding of diffusion is explored. Key lessons include: recognising diffusion as a set of heterogeneous activities involving different innovations, actors, and institutional logics; considering temporal aspects, anticipating repercussions on user groups; and envisioning ethical, legal, and societal impacts for responsible diffusion. These lessons are relevant for policymakers who are increasingly interested in understanding diffusion to address grand challenges. Innovation policy to address challenges calls for new frameworks incorporating transformative diffusion policy measures, which should be built on insights and conceptual frameworks offered by scholars and strategic intelligence provided by decision-makers.