Castles of Scotland by David R. Cook

By David R. Cook

Castles of Scotland.

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In marketing theory, this is also known as the ‘technology-adoption life cycle’ or ‘product life cycle’. These curves are divided into categories of adopters, which Rogers suggests 31 Originally proposed by Beal, Rogers and Bohlen (1957) to represent the diffusion of farm practices in Iowa. g. business developer, customer, policy maker) • venturesome: first to adopt an innovation, willing to take risks • close contact to scientific sources and other innovators, complex technical knowledge • respect: highest degree of opinion leadership, judicious choice of adoption • seek innovation to support own vision, highly connected and knowledge of innovation • deliberate: adopt an innovation after it is tried and tested • contact with early adopters • sceptical: adopt an innovation only after increasing peer/norm pressure or as economic necessity • mainly in contact with others in late majority and early majority • traditional: last to adopt an innovation, aversion to change and/or limited resources • near isolates in social networks Source: Based on Rogers (2003) and Moore (2002) in order to standardise their use in diffusion research.

Part of the research presented here examines the decision-making of businesses, networks and end-users that adopt innovations first, in order to identify the most important elements that are needed to develop the market for highly energy-efficient housing. Rogers (2003) provides a model that is used in this research in order to investigate the innovation-decision process. 7 is often referenced with regard to tracer and diffusion studies. It shows six main stages in the innovation-decision process.

4 European policy development It is thus widely recognised that energy use in housing has a significant impact on the global production of greenhouse gases – particularly CO2 emissions. Furthermore, energy-efficient housing provides opportunities for securing energy supply, creating jobs and assuring the purchasing power of occupants. Europe has therefore agreed a forward-looking political agenda in order to achieve its core objectives of combating climate change and ensuring competitiveness and security of supply.

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