| Type of Document |
Dissertation |
| Author |
Lewis, Gayle Arnn
|
| Author's Email Address |
ggalewis@hotmail.com |
| URN |
etd-11997-1767 |
| Title |
Leadership Products As Innovations In The Context Of Rogers' Diffusion Theory |
| Degree |
PhD |
| Department |
Vocational and Technical Education |
| Advisory Committee |
| Advisor Name |
Title |
| Finch, Curtis R. |
Committee Chair |
| Hoerner, James L. |
Committee Member |
| Johnson, Martha J. |
Committee Member |
| Singh, Kusum |
Committee Member |
| Stewart, Daisy L. |
Committee Member |
|
| Keywords |
- diffusion
- innovation
- education
- leadership
- change
|
| Date of Defense |
1997-09-01 |
| Availability |
unrestricted |
Abstract
In this study, two implementable leadership products
were analogous to innovations, when framed in the context
of Rogers' diffusion-of-innovation theory. Thus, the
products' respective dissemination patterns were compared
and contrasted--quantitatively through purchase numbers,
and qualitatively through opinions and events recollected
by early users. The case-study approach was central to
the investigation, and the results supported the Rogers
model with regard to most constructs. The results
pertaining to the S-shaped (sigmoidal) prototypical
distribution curve, however, were enigmatic. The inverse
conformity of sales figures with the S-shaped
distribution curve implied that the dissemination process
began during the field-testing stage rather than the
purchasing stage. The organizational structure of the
user institutions (targeted social system construct)
conformed to Rogers' theory that autonomy and teamwork
characterized management climates where innovation tended
to flourish. Field-testers and other early users were
opinion leaders as construed by Rogers. The fact
that twice as many field tests were conducted for the
Case Studies as for the Simulation was likely
a factor in the disparate 6:1 ratio of units of Cases
sold to units of the Simulation sold for three
consecutive years.
Other factors possibly accounting for the disparate
sales came from the attributes-of-innovation template which
framed five generic attributes--compatibility, relative
advantage, complexity, trialability, and observability.
Both products conformed to the attributes as conceptualized
by Rogers. The main difference that influenced the
disparate sales was the greater complexity of the
Simulation than of the Cases, although cost
may have been a compatibility/relative advantage
contributory factor. Finally, the study's
results indicated that dissemination parameters may have
been narrowed by (a) the absence of mass media
communication channels as part of the dissemination
strategy at the awareness stage, and (b) lack of
market research to focus the naming and packaging of the
products for optimum compatibility and relative
advantage. Researchers and change agencies can use
these findings to improve future dissemination strategies
and product designs.
|
| Files |
| Filename |
Size |
Approximate Download Time
(Hours:Minutes:Seconds)
|
| 28.8 Modem |
56K Modem |
ISDN (64 Kb) |
ISDN (128 Kb) |
Higher-speed Access |
| |
ETD.PDF |
427.57 Kb |
00:01:58 |
00:01:01 |
00:00:53 |
00:00:26 |
00:00:02 |
|
