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This article has been withdrawn as it was published elsewhere and accidentally duplicated. The original article can be seen here: 10.1108/08876049110035558. When citing the article, please cite: Ashok K. Gupta, Everett M. Rogers, (1991), “Internal Marketing: Integrating R&D and Marketing Within the Organization”, Journal of Services Marketing, Vol. 5 Iss: 2, pp. 55 - 68.

This review aims to provide an overview of the ideas, theories and research relating to the diffusion of innovations. It seeks to place the relationship between librarians and the Internet and related networked information within the context of diffusion research. It includes a brief background to diffusion research and a description of the basic model proposed by Everett M. Rogers. The theory of change agents and change agencies is discussed with the role of weak ties in the diffusion of ideas through communication networks. The implications of the need to achieve a critical mass in some applications of networked communication are outlined together with theories about critical mass. The review identifies the characteristics that make these technologies unique and discusses the implications for future research. Finally, the relevance of diffusion theory to librarians seeking to introduce new communication‐based technologies into academic departments is discussed.

This study aims to examine innovation adoption in the context of internet banking in Estonia.

The data presented in this study are based on 1,831 questionnaires collected from individual internet banking users in Estonia.

This study extends the applicability of the innovation adoption model developed by Everett Rogers to Estonian internet banking. The model starts with the independent variables: relative advantage; complexity; perceived risk; and compatibility, and the analysis shows that relative advantage and complexity have the strongest influence on adoption of internet banking.

The managerial implications of this paper include its contributions toward better understanding of the commercial viability in CEE economies of businesses based on Western‐style technology.

This study suggests modifications to Rogers' original model in order to apply it to the fast‐growing new CEE economies, thus reaffirming the importance of his model.

Examines organizational adoption of R&D/marketing integration from a diffusion‐of‐innovations perspective, summarizing findings and concepts gleaned from research. Applies these findings to improve understanding of the problem of integrating R&D and marketing in the new product development environment. Offers managerial recommendations for increased cooperation and communications between the marketing and R&D functions. Presents an agenda for further research.

This study aims to investigate the influence of specific socioeconomic factors, namely neighborhood, gender roles and affordability, on the continuous use of clean cooking technologies (CCTs) in households, using evidence from Uganda.

This study adopted an explanatory quantitative design. A questionnaire survey with 379 clean household responses was conducted. The data were analyzed using the Smart Partial Least Squares (PLS) software.

The results indicate that the sustained use of clean cooking technologies in households in Uganda is significantly associated with neighborhood influence, shared gender roles and affordability, collectively accounting for 27.7% of the variance.

The three dimensions of socioeconomic factors under study partially explain the sustained use of CCTs in Uganda. The study does not delve into other socioeconomic factors that could probably account for 72.2% of the variance not explained. The quantitative design may have overlooked the social reality perspectives inherent in qualitative studies that other researchers may endeavor to exploit.

The authors integrated three dimensions of socioeconomic factors – neighborhood influence, gender roles and affordability – with the diffusion of innovation theory (DIT) using Smart PLS to explain the continuous use of CCTs within households.

The purpose of this paper is to determine the factors influencing customer adoption toward takaful products in Pakistan.

The study used five attributes of diffusion innovation theory (DOI), namely, relative advantage, compatibility, trialability, observability and complexity. Furthermore, the authors introduced two additional constructs, namely, consumer awareness and religiosity to analyze the adoption behavior of customers. A total of 365 questionnaires were distributed among the participants of the study. The survey was conducted in the Karachi city where the respondents were the existing and potential users of takaful products. The theoretical model of DOI theory was tested using structural equation modeling.

The findings report that complexity has a negative impact on the adoption of takaful, whereas relative advantage, compatibility, trialability, observability, religiosity and consumer awareness shows a positive and significant influence.

It is a noteworthy point that past literature is quite limited to investigate the determinants of consumer intentions to adopt takaful products. Based on this argument, the authors build the study to provide a scope and coverage in the field of Islamic insurance. The authors also expect that the research will encourage and provide a venue for forthcoming studies to help policy makers and academicians in this emerging business.

The fundamental premises of three different models of diffusion of new technologies are described; the similarities and differences in prediction which are derivable from the three perspectives are highlighted. These perspectives include (1) diffusion of innovation; (2) technology transfer; and (3) critical mass theory. The article examines these predictions within the context of the unique social, cultural and political environments of developing countries. To illustrate the results of this approach, these theories are applied retrospectively to three technologies introduced into developing countries. They differentially explain diffusion and the subsequent use of these technologies. Implications for change management and technology policy are presented and future research is suggested.

The adoption of smart classroom is increasing in higher education around the world. Yet, factors affecting smart classroom adoption have not been sufficiently explored. Based on the innovation diffusion theory and external pressures, the present study developed a model to investigate the main drivers of smart classroom adoption.

SEM-AMOS was used to analyse the data collected from a sample of 1,208 educators.

The findings revealed that innovation diffusion theory and external pressures provide an appropriate model for understanding smart classroom adoption.

The findings offer important implications for higher education institutions, IT managers, and are likely to stimulate further research in the area of smart classrooms.

To the best of the authors' knowledge, this is the first study that used innovation diffusion theory external pressures to understanding smart classroom adoption.