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Argyris and Schon have argued that the diffusion process is frequently decentralized and iterative in nature and that a key aspect of the diffusion of innovation is the capacity of the organization to learn about the context of their learning (Argyris, C., & Schon, D. 1996). .
Jelinek and Schoonhoven's" work on innovation in high technology firms also suggests the value of paying more careful attention to interconnections, multiple teams, multiple relationships, and interactions (Jelinek, M., & Schoonhoven, 1990). For instance 3M supports formal and informal forums for sharing knowledge. Scientists from different laboratories are part of the Technical Council, which meets periodically to discuss progress on technology projects. In addition, scientists present papers in the Technology Forum, an internal professional society at 3M. Other mechanisms for technology sharing include extensive email directories, sharing of new products introduced by a business unit in the annual in-house trade show, and awards for successful sharing of new technology between business units.
Elements of Diffusion .
Rogers' definition contains four elements that are present in the diffusion of innovation process. These four main elements are: .
1. Innovation - an idea, practices, or objects that is perceived as knew by an individual or other unit of adoption. .
2. Communication channels - the means by which messages get from one individual to another. .
3. Time - the three time factors are: innovation-decision process; relative time with which an innovation is adopted by an individual or group; and innovation's rate of adoption. .
4. Social system - a set of interrelated units that are engaged in joint problem solving to accomplish a common goal. .
First lets begin with an innovation. Rogers defines innovation as an idea, practice, or object that is perceived as new by an individual or other unit of adoption. It matters little, so far as human behavior is concerned, whether or not an idea is "objectively" new as measured by the lapse of time since its first use or discovery.
