At What Rate Would Post-it Notes Diffuse? Like the technologylife cycle, the adoption of new technology over time follows anS-shaped pattern. The percentage of people using the technology issmall in the beginning but increases dramatically as the technologysucceeds and spreads through the population. Eventually the numberof users peaks and levels off when the market for the technology issaturated. This pattern, first observed in 1903, has been verifiedwith many new technologies and ideas in a wide variety ofindustries and settings. The speed with which an innovation spreadsdepends largely on five attributes. Each group presents differentchallenges and opportunities to managers who want
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