This course examines how new ideas, products, and technologies spread across organizations, markets, and societies. Drawing on the foundational work of Everett Rogers and subsequent research in strategy, marketing, and technology management, the course explores the processes that drive adoption, resistance, and diffusion over time. Participants analyze how innovation characteristics, social networks, and organizational structures influence adoption patterns, and how firms can accelerate or manage diffusion strategically. The course also examines adoption lifecycles, network effects, and the role of early adopters in shaping market outcomes. Through applied frameworks and examples, participants learn how to design strategies that increase adoption rates, overcome resistance, and scale innovations effectively.
Learning Objectives
Upon completion of this course, participants will be able to:
- Explain the core concepts of diffusion of innovation theory, including the innovation adoption lifecycle and adopter categories.
- Analyze how characteristics of an innovation such as relative advantage, compatibility, complexity, trialability, and observability influence adoption decisions.
- Evaluate the role of social systems, communication channels, and opinion leaders in shaping diffusion patterns.
- Apply diffusion theory to assess why certain innovations succeed or fail in gaining widespread adoption.
- Design strategies to accelerate adoption by targeting appropriate customer segments and reducing barriers to adoption.
- Assess the impact of network effects and organizational context on the speed and scale of innovation diffusion.
William Kline, Ph.D., CFA, CSCA, is an Associate Professor of Management at Pennsylvania State University Harrisburg and an independent contractor specializing in the development of educational content for Hock International. He earned his Ph.D. in Strategic Management from the Fox School of Business at Temple University.
Dr. Kline has received four awards for teaching excellence, including the Beta Gamma Sigma Professor of the Year Award (Penn State Harrisburg), the Dean’s Award for Faculty Excellence and the Stanley Fuchs Award (Fordham University), and the Award for Excellence in Teaching by a Doctoral Candidate (Temple University).
His primary research interests include strategic decision making and executive compensation. His work has been published in 14 peer reviewed journals, including Academy of Management Perspectives, Journal of International Management, and Journal of Strategy and Management.
Dr. Kline is a Chartered Financial Analyst (CFA) and holds the Certified in Strategy and Competitive Analysis (CSCA) designation from the Institute of Management Accountants (IMA). He serves as a campus influencer, a member of the IMA Emerging Issues and Innovation Committee, and a member of the Committee for Academic Relations.
His professional experience extends beyond academia and includes valuation consulting engagements with PricewaterhouseCoopers, CBIZ Valuation Group, and Curtis Financial Group.
