Diffusion of innovation in the flour milling industry

Abstract

Analyses five major innovations in the flour milling industry and the variations in attitudes and adoption practices in group mills and individual plants. Advocates that it is important for research purposes that an industry is chosen in which technical innovation was high, and also where the total number of units in the country could be approached with regard to the very limited budget available for the research. The industry chosen was the flour milling industry. Discusses the choice of innovations and methodology. Sums up that much work still needs to be done with regard to sources of information and on the role of opinion leaders.

Citation

Hayward, G. (1972), "Diffusion of innovation in the flour milling industry", European Journal of Marketing, Vol. 6 No. 3, pp. 195-202. https://doi.org/10.1108/EUM0000000005140