Innovation Diffusion, Social Change, and Implications to International Marketers.
Federico Currò Msc International Marketing ID. 12722219
Innovation diffusion, social change, and implications to international marketers.
The history of social evolution demonstrates how the diffusion of innovation has often resulted in significant social change. However, the way in which innovation affects society is complex and controversial. This essay aims to analyze the phenomenon in the contemporary era, applying the analysis to an international marketing context. The issue is discussed first in general terms, with the support of literature from different research areas. Then, to support the theory, I analyze the example of the spread of broadband Internet in households. Finally, on the basis of the foregoing, I suggest some possible implications for international marketers who want to introduce an innovation in a given society.
Rogers (1969) defines social change as “the process by which alteration occurs in the structure and function of a social system”. The Oxford English Dictionary highlights that this alteration is “especially due to ideological or technological factors”. Hence, according to these definitions, when a technology spread within a society, a process of social change occurs. In modern societies, in order for a technology to spread, it is often necessary that someone can market it profitably as a product. Therefore, also products may be drivers of social change. It may looks like a terminological matter, but it is not. In fact, while products are often composed and generated by technology, they are more than merely technology. The AMA dictionary defines products as “bundles of attributes (features, functions, benefits, and uses) capable of exchange or use, which usually are a mix of tangible and intangible forms”. Then, a good technology may not be accepted and adopted, if it is not embodied in a well-marketed product (as the famous case of Sony Betamax vs JVC VHS demonstrates). Thus, marketing
Innovation diffusion, social change, and implications to international marketers.
The history of social evolution demonstrates how the diffusion of innovation has often resulted in significant social change. However, the way in which innovation affects society is complex and controversial. This essay aims to analyze the phenomenon in the contemporary era, applying the analysis to an international marketing context. The issue is discussed first in general terms, with the support of literature from different research areas. Then, to support the theory, I analyze the example of the spread of broadband Internet in households. Finally, on the basis of the foregoing, I suggest some possible implications for international marketers who want to introduce an innovation in a given society.
Rogers (1969) defines social change as “the process by which alteration occurs in the structure and function of a social system”. The Oxford English Dictionary highlights that this alteration is “especially due to ideological or technological factors”. Hence, according to these definitions, when a technology spread within a society, a process of social change occurs. In modern societies, in order for a technology to spread, it is often necessary that someone can market it profitably as a product. Therefore, also products may be drivers of social change. It may looks like a terminological matter, but it is not. In fact, while products are often composed and generated by technology, they are more than merely technology. The AMA dictionary defines products as “bundles of attributes (features, functions, benefits, and uses) capable of exchange or use, which usually are a mix of tangible and intangible forms”. Then, a good technology may not be accepted and adopted, if it is not embodied in a well-marketed product (as the famous case of Sony Betamax vs JVC VHS demonstrates). Thus, marketing
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