According to Everett Rogers diffusion is: “process by which an innovation is communicated through certain channels over time among the members of a social system.” Diffusion plays an important role in innovation, in that; it is responsible for the communication and spread of innovation. The diffusion of innovation is made up of four parts: innovation; adoption of an innovation is based on the perception of an innovation, communication channels; mass media and interpersonal channels play a vital role in the spread of innovation; individuals adopt innovations based on the opinion of peers, time; the diffusion of innovation is based on how fast an innovation is adopted into society and how long it takes to spread through society, and social system; social systems can help or delay the diffusion process.
Innovations are spread by their adopters, the more people adopting a certain innovation (with success) the greater the diffusion of the innovation. Innovation awards programs play an important role in this adoption. An innovation which receives an award has a better chance to be diffused than an innovation that goes by with little acknowledgement or understanding. By rewarding successful innovations, not only does the possibility of innovation adoption increase, but the motivation to be innovative increases as well. The diffusion of the motivated and innovative mind set is just as important as the diffusion of tangible innovations themselves.
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