The Process of Innovation and the Diffusion of Innovation
Journal of MarketingPublished 1 January 1967
Thomas S. Robertson
Citations435
SJR quartileQ1
SJR score13.39
SNIP5.22
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Abstract
“Innovate or Perish” is the marketer's cry of the 1960s. And “Perish as You Innovate” could well be the marketing slogan of the 1970s. But several questions arise. Can innovation be programed to occur? What is the nature of the diffusion process? Can consumer “innovators” be identified and appealed to? How do advertising and personal influence compare in effectiveness for new product diffusion? Here are some answers to these questions.
Keywords
Decision SciencesBusiness, Management and Accounting