The Diffusion of Innovation, 5th ed by Everett Rogers

Compatibility

  • This is the degree to which an innovation is perceived as consistent with the existing values, past experiences, and needs of potential adopters. An innovation’s incompatibility with cultural values can block its adoption. It doesn’t matter if a new rice yields three times the quantity if it doesn’t taste as good.
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One Response to “The Diffusion of Innovation, 5th ed by Everett Rogers”

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