Traces the diffusion of palm oil by a joint venture company in Indonesia during the early 1980s. The diffusion framework provided by E.M. Rogers is examined in this context. The author relates his personal observations over the course of two years and arrives at certain conclusions. In keeping with Rogers′ framework, characteristics of the innovation and change agent effort were critical in the diffusion. However, Rogers′ two‐step model of diffusion was not relevant in this case. A one‐step model of diffusion is recommended for the marketing of industrial products where knowledge of the innovation is considered to be proprietary information and is not spread through interpersonal networks.
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