Public Policy and Diffusion of Innovation

  • Robert Owen
  • Alfred Ntoko
  • Ding Zhang
  • June Dong
Part of the Social Indicators Research Series book series (SINS, volume 17)


Marketers have traditionally studied diffusion of innovation with a primary focus on the individual consumer as a unit of analysis, the major types of findings being characteristics of adopter categories and opinion leadership. We propose that this perspective is not adequate from a macromarketing perspective, in which the goals are to set public policy for societal good or to create an environment which enables the diffusion of an innovation in a way that no single marketer could do alone. In setting public policy which can enable (or inhibit) diffusion of innovation for societal good, a system composed of a mass social infrastructure, a competitive infrastructure, and a technical infrastructure should be considered.


Opinion Leader Racing Model Single Marketer Incandescent Lamp Individual Consumer 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.


  1. Arlen, G.: 1988, ‘People still don’t know just what they’re missing’, Channels, 7 (11), p. 123.Google Scholar
  2. Frambach, R. T.: 1993, ‘An integrated model of organizational adoption and diffusion of innovations’, European Journal of Marketing 27 (5), pp. 22–41.CrossRefGoogle Scholar
  3. Gatignon, H. and T. S. Robertson: 1985, ‘A prepositional inventory for new diffusion research’, Journal of Consumer Research 11 (March), pp. 849–867.CrossRefGoogle Scholar
  4. Jones, F. A.: 1931, The Life Story of Thomas Alva Edison ( Grosset & Dunlap Publishers, New York).Google Scholar
  5. Mahajan, V., E. Muller and F. M. Bass: 1990, ‘New product diffusion models in marketing: a review and directions for research’, Journal of Marketing 54 (January), pp. 1–26.CrossRefGoogle Scholar
  6. Nick: 1998, Personal Internet conversations with a professor in Ukraine.Google Scholar
  7. Owen, R.S.: 1991, ‘Serendipity, diffusion, then foresight: hindsight supporting Sheth’s “LDC” from the marketing of the model T and other discontinuous innovations’, Marketing History: Its Many Dimensions, pp. 324–341. C. R. Taylor, S. W. Kopp, T. R. Nevitt and S. C. Hollander (eds.), Proceedings of the fifth Conference on Historical Thought in Marketing, sponsored by the Academy of Marketing Science and Michigan State University.Google Scholar
  8. Pound, A.: 1940, The Turning Wheel (Doubleday, Doran, & Company, Inc., Garden City, New York).Google Scholar
  9. Robertson, T. S. and H. Gatignon: 1986, ‘Competitive effects on technology diffusion’, Journal of Marketing 50 (July), pp. 1–12.CrossRefGoogle Scholar
  10. Rogers, E. M.: 1962, Diffusion of Innovation ( The Free Press, New York).Google Scholar
  11. Rogers, E. M.: 1976, ‘New product adoption and diffusion’, Journal of Consumer Research, 2 (March), pp. 290–301.CrossRefGoogle Scholar
  12. Rogers, E. M.: 1995, Diffusion of Innovations, fourth edition ( The Free Press, New York).Google Scholar
  13. Sheth, J. N.: 1981, ‘Psychology of innovation resistance: the Less Developed Concept (LDC) in diffusion research’, Research in Marketing 4, pp. 273–282.Google Scholar
  14. Stevens, R. E., W. E. Warren and R. T. Martin: 1989, ‘Nonadopters of automatic teller machines’, Akron Business and Economic Review 20 (3), p. 55.Google Scholar
  15. Sward, K.: 1948, The Legend of Henry Ford (Rinehart and Company, Inc., New York).Google Scholar
  16. Wolfe, R. and L. Kehoe: 1998, ‘Microsoft on trial’, Financial Times (London), (19 OCT 98 ), p. 23.Google Scholar

Copyright information

© Springer Science+Business Media Dordrecht 2002

Authors and Affiliations

  • Robert Owen
    • 1
  • Alfred Ntoko
    • 2
  • Ding Zhang
    • 3
  • June Dong
    • 3
  1. 1.Texas A&M University — TexarkanaTexarkanaUSA
  2. 2.Texas A&M University at TexarkanaUSA
  3. 3.State University of New York at OswegoUSA

Personalised recommendations