Different determinants at different times: B2B adoption of a radical innovation

This research aims to empirically determine which factors best explain business to business adoption of a radical, high-tech innovation early in the diffusion process. Early lifecycle data collection provides insights about the differences in determinants of adoption at different times in the product diffusion process. The results indicate that differences do exist between the determinants of early adoption, intent to adopt later, and unawareness of the innovation. The influencers of earliest adopters appear to be innovation-focused: the perceived benefits of the innovation as well as the strength of the producer network positively relate to early adoption; early adopters also tend to perceive the technology in the innovation as less different than previous technology than do those who intend to adopt later. The influence of a champion within the adopting firm, the ability of the firm to sense and respond to new technology, and the depth of technology knowledge within the adopting firm are significant influencers across multiple stages of diffusion, showing that firm-internal traits are particularly important influencers of adoption. Laggard firms are missing the critical firm traits that lead to information gathering and understanding of innovations. In addition to contributing to adoption research theory and methodology, this research has implications for innovation-marketing and innovation-adopting firms.

Research highlights
► Identifies drivers of a firm's adoption of a radical innovation.
► Empirically assesses differences in early adopting firms and firms yet to adopt.
► Considers degree of innovation from the potential adopter perspective.
► Confirms the significant impact of a product champion on the adoption decision.
► Shows that laggard firms lack traits that lead to information gathering.