5.2 Innovation

Effective communication of the product idea/design is required to transform an invention into an innovation

diffusion

spreading knowledge of an innovation development through consumer/target market over time to enhance adoption

diffusion: networking effect

communication among consumers through social networking
- e.g. social media influencers, sponsorships

perception

key to adoption, users must see innovation as desirable

suppression

suppressing innovation due to patent/infringement uncertainty and potential litigation

suppression disadvantages

makes product less viable, discourages others from entering market