The Innovation Station

Diffusion curve/ adoption

 

The diffusion curve was introduced by E, M. Everett and highlights the process by which an innovation is communicated through certain channels over time among the members of a social system (Tidd and Bessant).  Virgin Galactic is currently at the ‘early adopter’ stage on the diffusion curve. At present it is difficult to say whether the service will diffuse due to it not being in use as of yet, however, we can use research to identify whether we think the business has the capacity to diffuse and be adopted by society. Firstly, due to the proposed cost of the experience (currently at £250,000), it is only available to people with a high level of disposable income and not to the mass market. Currently, this is affecting the chances of Virgin Galactic to diffuse from the early adopter stage to the early majority. Further, due to the high level of celebrity endorsement, Virgin Galactic have somewhat created a ‘celebrity culture’ which may further affect the rate of diffusion to the early majority.