Innovation Diffusion in Institutions: Crossing the Mainstream Gap

The mainstream gap

The hardest part of diffusion is the crossing from early adopters into mainstream institutions. Mainstream adopters weigh inhibitors more heavily, so the same innovation faces a tougher evaluation.

What accelerates the crossing

Reducing integration cost, demonstrating governance, and building brand trust all compress the time it takes for an innovation to cross into the mainstream. The crossing is an act of inhibitor reduction as much as facilitator promotion.

Frequently Asked Questions

What is the mainstream gap in innovation diffusion?

The mainstream gap is the difficult transition from early adopters to mainstream institutions. Mainstream adopters weigh inhibitors such as risk and integration cost more heavily, so diffusion slows unless those inhibitors are reduced.