TY  - JOUR
AB  - 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.
VL  - 3
IS  - 3
SN  - 1061-0421
DO  - 10.1108/10610429410067405
UR  - https://doi.org/10.1108/10610429410067405
AU  - Chaudhuri Arjun
PY  - 1994
Y1  - 1994/01/01
TI  - The Diffusion of an Innovation in Indonesia
T2  - Journal of Product & Brand Management
PB  - MCB UP Ltd
SP  - 19
EP  - 26
Y2  - 2024/04/27
ER  -