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Including Relational Goods Within the Diffusion of Innovation Framework

In: Successful Digital Transformation Initiatives in SMEs

Author

Listed:
  • Anna Marrucci

    (University of Pisa)

  • Riccardo Rialti

    (University of Milan)

Abstract

Rogers’ Diffusion of Innovation Theory (DOI) is a parsimonious theory to explore how a technology is adopted by a social group (including organizations). The DOI pertains that users may be dived within five categories: innovators, early adopters, early majority, late majority, and laggards. Four macro factors influence technology diffusion: social system, relative advantage, communication, and time. In such a regard, scant attention has traditionally been paid to communication and social system importance in technological diffusion within an organization, while these two factors may be the most relevant in Industry 4.0 oriented transformations. Building on this assumption, the authors attempt to contextualize how the two constituents of relational goods may be integrated within the DOI Theory.

Suggested Citation

  • Anna Marrucci & Riccardo Rialti, 2023. "Including Relational Goods Within the Diffusion of Innovation Framework," Springer Books, in: Successful Digital Transformation Initiatives in SMEs, chapter 0, pages 43-52, Springer.
    • Handle: RePEc:spr:sprchp:978-3-031-36465-5_4
    DOI: 10.1007/978-3-031-36465-5_4
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