International Journal of

Business & Management Studies

ISSN 2694-1430 (Print), ISSN 2694-1449 (Online)
DOI: 10.56734/ijbms
Diffusion Theory as a Marketing Theory


Described as a communications theory, the diffusion of innovations theory describes the pattern and speed at which innovative ideas, practices, or products spread through a population. The functions and processes of the diffusion model, however, appear to fit better as a business model; more specifically, a marketing model. The main players in the theory are innovators, early adopters, early majority, late majority, and laggards. The model helps a business to understand how a buyer adopts and engages with new products or technologies over time. Companies will use it when launching a new product or service, adapting one, or introducing an existing product into a new market. To that end, this paper explores how diffusion and adoption might better apply as a marketing theory.