Diffusion models over the life cycle of an innovation: A bottom‐up and top‐down synthesis approach

The diffusion models tend to be tested individually in isolation and remain the same over time for the studied innovations in the literature. Moreover, there is growing interest to learn from other countries in our current age of globalization. Therefore, this paper chooses the innovation of public resources trading platforms in China to fulfill above literature gaps. We have examined key events and the issuances of related laws and regulations by Chinese governments. Our contributions are twofold: (a) Our analysis and results show that the diffusion models evolve over the different stages of a life cycle of an innovation, contrasting to the literature results that diffusion models remain the same for their studied innovations. Due to major diverse characteristics among different adopter categories over a life cycle of an innovation, we argue that it is appropriate and necessary to apply different diffusion models on different adopter categories, which is missing in the current literature. (b) We find a first bottom‐up and then top‐down synthesis approach as an effective, efficient diffusion process for both fitting local needs (i.e., effective) and adopting innovations rapidly nationwide (i.e., efficient).