This presentation discusses diffusion of innovations theory, including the diffusion and adoption processes. It outlines the key elements of diffusion: the innovation itself, channels of communication, the social system, and time. The innovation is defined from different perspectives such as firm-oriented, product-oriented, market-oriented, and consumer-oriented. Continuous, dynamically continuous, and discontinuous types of innovation are also discussed from a product-oriented definition.

4. The Channels of Communication

5. The Social System

7. Product-Oriented Definition

8. Market-Oriented Definition

11. Dynamically Continuous Innovation

13. Market-Oriented Definition

14. Consumer-Oriented Definition

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