The Wealthy Franchisee by Scott Greenberg

Author:Scott Greenberg
Language: eng
Format: epub
Publisher: Entrepreneur Press
Published: 2020-11-15T00:00:00+00:00

Diffusion of Innovations

Social scientists have studied the way members of a population embrace change. Some of the most interesting work came from Bryce Ryan and Neal Gross, rural sociologists at Iowa State University. In their 1950 report, titled “Acceptance and diffusion of hybrid corn seed in two Iowa communities,” they examined the rate at which farmers in Iowa adopted the use of hybrid corn seed. Later, in his book Diffusion of Innovations (Free Press of Glencoe, 1962), communications professor Everett Rogers expanded the discussion to other industries. He classified people within a population into five different groups based on how rapidly they embrace an innovation. Figure 7–2 on page 130 breaks these groups into percentages of the population:

Innovators are the risk takers who jump onboard as soon as something’s available. These are the folks who spend the night in front of a store so they can be the first to own the latest cell phone or gaming console.

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