Innovation Characteristics

Overview
It is important to examine why some innovations are successful, while others never become widely accepted. Five distinct innovation characteristics have been identified by Rogers to explain this mystery. These characteristics include observability, relative advantage, compatibility, trialability, and complexity and according to Rogers, account for 49 to 87 per cent of the adoption variation seen across all categories of adopters. These characteristics also provide a valuable evaluation list for technology project leaders to apply when first considering innovative changes.

Innovation Characteristics
Observability 

The degree to which the results of an innovation are visible to potential adopters.

Compatibility

The degree to which the innovation is perceived to be consistent with socio-cultural values, previous ideas, and/or perceived needs.

Trialability

The degree to which the innovation can be experienced on a limited basis.

Complexity

The degree to which an innovation is difficult to use or understand, its simplicity.

Related Pages
Diffusion of Innovation Theory

DOI Theory: Strategies and Best Practices

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