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Understanding the early stages of the innovation diffusion process: awareness, influence and communication networks

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  • Graeme Larsen

Abstract

The themes of awareness and influence within the innovation diffusion process are addressed. The innovation diffusion process is typically represented as stages, yet awareness and influence are somewhat under-represented in the literature. Awareness and influence are situated within the contextual setting of individual actors but also within the broader institutional forces. Understanding how actors become aware of an innovation and then how their opinion is influenced is important for creating a more innovation-active UK construction sector. Social network analysis is proposed as one technique for mapping how awareness and influence occur and what they look like as a network. Empirical data are gathered using two modes of enquiry. This is done through a pilot study consisting of chartered professionals and then through a case study organization as it attempted to diffuse an innovation. The analysis demonstrates significant variations across actors’ awareness and influence networks. It is argued that social network analysis can complement other research methods in order to present a richer picture of how actors become aware of innovations and where they draw their influences regarding adopting innovations. In summarizing the findings, a framework for understanding awareness and influence associated with innovation within the UK construction sector is presented. Finally, with the UK construction sector continually being encouraged to be innovative, understanding and managing an actor’s awareness and influence network will be beneficial. The overarching conclusion thus describes the need not only to build research capacity in this area but also to push the boundaries related to the research methods employed.

Suggested Citation

  • Graeme Larsen, 2011. "Understanding the early stages of the innovation diffusion process: awareness, influence and communication networks," Construction Management and Economics, Taylor & Francis Journals, vol. 29(10), pages 987-1002.
  • Handle: RePEc:taf:conmgt:v:29:y:2011:i:10:p:987-1002
    DOI: 10.1080/01446193.2011.619994
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    Cited by:

    1. Ahmed Farouk Kineber & Mohammed Magdy Hamed, 2022. "Exploring the Sustainable Delivery of Building Projects in Developing Countries: A PLS-SEM Approach," Sustainability, MDPI, vol. 14(22), pages 1-19, November.
    2. Joel Buyinza & Ian K. Nuberg & Catherine W. Muthuri & Matthew D. Denton, 2022. "Why Farmers Are Hesitant to Adopt What Appears Good on the Basis of Science: Understanding Farmers’ Perceptions of Biophysical Research," Journal of Sustainable Development, Canadian Center of Science and Education, vol. 15(3), pages 1-68, May.
    3. McAdam, Maura & Miller, Kristel & McAdam, Rodney, 2016. "Situated regional university incubation: A multi-level stakeholder perspective," Technovation, Elsevier, vol. 50, pages 69-78.
    4. Nikas, A. & Koasidis, K. & Köberle, A.C. & Kourtesi, G. & Doukas, H., 2022. "A comparative study of biodiesel in Brazil and Argentina: An integrated systems of innovation perspective," Renewable and Sustainable Energy Reviews, Elsevier, vol. 156(C).
    5. Yujia Zhai & Ying Ding & Hezhao Zhang, 2021. "Innovation adoption: Broadcasting versus virality," Journal of the Association for Information Science & Technology, Association for Information Science & Technology, vol. 72(4), pages 403-416, April.
    6. Murat Sartas & Marc Schut & Frans Hermans & Piet van Asten & Cees Leeuwis, 2018. "Effects of multi-stakeholder platforms on multi-stakeholder innovation networks: Implications for research for development interventions targeting innovations at scale," PLOS ONE, Public Library of Science, vol. 13(6), pages 1-20, June.
    7. Butzin Anna & Rehfeld Dieter, 2013. "The balance of change and continuity in the German construction sector’s development path," ZFW – Advances in Economic Geography, De Gruyter, vol. 57(1-2), pages 15-26, October.

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