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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
Note 
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