Diffusion of innovation

The theory of diffusion of innovation (DOI) has been extensively applied, mainly as a lens, in the analysis of data in information systems (IS) studies. Although the DOI brings a different perspective to the field of IS research, to explicate and understand how innovation of information technology (IT) solutions are diffused within an environment, there are implications and challenges on how the theory is applied. The focus is not so much on understanding the congruence between decisions and DOI in organisations. The challenges are critical because the theory has an impact and shapes the result of the study that employs it. This chapter presents a deeper view, and a guide on how DOI can be applied in IS research to examine the implications and challenges encountered, or unforeseen innovation of IT solutions in an organisation. The qualitative method and interpretivist approach are used as a scenario.