Roger's Five Factor Analysis

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Question 1: Rogers’ five factors predict the diffusion pattern and speed of innovation. As staying innovative is a key success factor for any business, understanding the diffusion of innovation would help managers to better predict and manage that diffusion. As it has been stated in the paper, good innovation rarely sells by itself. Therefore, understanding how customers adopt the innovation will greatly help the managers to succeed in new products design and launch. The five factors can help managers to predict the likely rate of diffusion of a new product, develop products that are likely to be adopted. They also help managers to tailor their marketing efforts and leverage on the factors that the innovation does well and overcome those the innovation does poorly. Question 2: Having considered Rogers’ five factors, we could explain the change of adoption rate of consumer digital camera before and after early 2000’s. Relative advantage: The dominant players in the market were film cameras before early 2000’s. The digital cameras didn’t offer an affordable price then. The retail price was far above the film camera. Also, due to technical limitation, digital cameras couldn’t offer high quality prints before early 2000’s. Compared with film cameras, digital cameras were expensive to afford, and low quality in photos. The return on investment is low for consumers. Therefore, digital camera didn’t offer a clear relative advantage that replaces the film camera. Compatibility: In today’s light, the digital camera is very compatible with our values and other electronic consumer products. However, back in more than 20 years ago, the idea of producing photos digitally may not be well accepted, and neither for other electronic products in general. Moreover, the digital camera may require support from other electronic devices such as computer, which may not be

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