Core Course Innovation Session 3 PPT 3a

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RCM Corinne Grenier 1
INNOVATION STRATEGY OF 
COMPETITIVE COMPANIES AND 
ENTREPRENEURSHIP
Track Three : Diffusion of innovations
PPT 3a : general presentation of the track 
Professeur RCM : Corinne Grenier
RCM Corinne Grenier 2
Objectives of the track 3
 Understanding various modes of diffusion of innovation
 Understading the role of various actors (such as consumers or partners) in the diffusion of 
innovation
Main contents/ideas of the track 3
The track focuses on the role of actors (especially consumers) in the diffusion of innovation; it 
more offers a strategic point of view on diffusion than a marketing point of view.
The innovation diffusion is rooted in social networks
 The innovation diffusion is rooted in objective arguments (“the innovation works”; “the 
innovation is useful”...) but also on political arguments (“the innovation which is accepted is the 
one for which actors are interested in”)
 The innovation is not “closed” (stabilized) when it enters the market; it is continuously 
modifying through the uses (usages) of actors.
Actors plays key role in the diffusion through different forms of collectives (communities of 
users...)
RCM Corinne Grenier 3
Main concepts of the Track Three: 
Adoption and diffusion of the innovation.
The Rogers’ models
New patterns for the adoption and diffusion of the innovation : 
sociological and economic approaches
The role of users and communities in the diffusion of innovation 
Co-design of innovation 
RCM Corinne Grenier 4
The structure of the Track 3
 The basic model of Rogers (see PPT 3b)
 Integrating users in the diffusion process (see PPT 3c)