1. Diffusion of Innovations January 23, 2007

2. NPD in Perspective Diffusion of Innovations Rogers (1962, 1983, 1995)

3. NPD in Perspective Diffusion of Innovations Rogers (1962, 1983, 1995): Product Factors Influencing Diffusion Speed: Relative Advantage (+) Compatibility (+) Complexity (-) Trialability (+) Observability (+) Risk (Ostlund) (-)

4. NPD in Perspective Diffusion of Innovations Rogers (1962, 1983, 1995) People Factors Influencing Diffusion Speed: Crossing the Chasm by Geoffrey Moore

5. NPD in Perspective Diffusion of Innovations Rogers (1962, 1983, 1995) Bass (1969)

6. NPD in Perspective Diffusion of Innovations Rogers (1962, 1983, 1995) Bass (1969): The Model: P(T) = p + (q/m) Y(T)

8. An Example of the Bass Model: Corn Adoption by Iowa Farmers

9. NPD in Perspective Are all new products the same? Continuity Continuum (Robertson ‘71) Commonly accepted categories: New-to-the-World New Category Entries (New Lines for Co.) Additions to Product Lines Product Improvements Cost Reductions Repositionings

10. NPD in Perspective

11. New-to-the-world (“Really New”) 1.Personal Computer14.Touch-Tone Phone 2.Microwave Oven15.Laser Surgery 3.Photocopier16.Computer Disk Drive 4.Pocket Calculator17.Organ Transplanting 5.Fax Machine18.Fiber-Optic Systems 6.Birth Control Pill19.Disposable Diaper 7.Home VCR20.MS-DOS 8.Communication Satellite21.MRIs 9.Bar Coding22.Gene-Splicing 10.Integrated Circuit23.Microsurgery 11.ATM24.Camcorder 12.Answering Machine25.Home Smoke Alarm 13.Velcro Fastener** Source: R&D Magazine 1992

12. Part II: Strategic Issues for NPD The Pioneering Advantage: Myth or Reality?

13. The Pioneering Advantage Reasons Why It Should Exist Consumer-Based Reasons Producer-Based Reasons

14. The Pioneering Advantage Reasons Why It Should NOT Exist

15. The Pioneering Advantage Myth or Reality?