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Essay / Research Paper Abstract
An 8 page paper that reports and explains the elements in Rogers' definition of diffusion of innovation with comments about how they relate to Wal-Mart. The 5 categories of adopters are described and then related to Connors change theory. Further comments are made about what makes this company so successful. The essay ends with Rogers' attributes of the innovation that determined their rate of adoption. Bibliography lists 9 sources.
Page Count:
8 pages (~225 words per page)
File: MM12_PGdifwlmt.RTF
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Unformatted sample text from the term paper:
it, it could be an idea, a practice or an object (Center for Interactive Advertising, n.d.). Wal-Mart has been an innovator since it was founded in 1962. One early idea
was to get good prices from suppliers but to pass those savings on to the customer rather than keep them as all other businesses did (Frank, 2006). In other words,
profit through volume (Frank, 2006). The company has also been a leader because of its technology, which is one of the companys greatest strengths. Consider just the idea of using
RFID. The company insisted that its 100 largest suppliers adopt Radio Frequency Identification (RFID) technology (The Microsoft Corporation 2005). This innovation increased efficiency and reduced costs (The Microsoft Corporation 2005).
2. Communication channels, which refer to the way that messages are transmitted from one individual to another (Center for Interactive Advertising, n.d.). Wal-Mart has always had a good communication system
within the company, including seeking and implementing ideas from employees. Last year, the company implemented a multi-tiered communication plan. The reasons were numerous, including reducing turnover, anticipating consumer trends, and
to respond to the criticisms often levied against the company (Millerwood Communications, 2007). The company hired 300 new human resource managers to work directly in the field (Millerwood Communications, 2007).
Their purposes are to "ensure hiring, training and performance practices and policies are implemented correctly" (Millerwood Communications, 2007). They are also responsible for communicating the companys objectives and opportunities to
employees (Millerwood Communications, 2007). This was part of a new human resources strategy that integrates practices into the business strategies (Millerwood Communications, 2007). Another addition was an ethics hotline for
employees to call and report any ethically questionable activities (Millerwood Communications, 2007). 3. Time. There are three time factors: a. innovation - decision process (Center for Interactive Advertising, n.d.). There
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