Innovations OF adoption IN NETWORK MARKETS : AN ANALYSIS OF THE INTRODUCTION OF Didactic DIGITAL BOOK IN BRAZIL
Keywords:
Strategy, Innovation, Platforms, New Media, Digital Textbook.Abstract
Technology Acceptance Models are usually focused on the end user. However, recent clashes between similar technologies such as Blu-ray and HD-DVD suggest that the diffusion of innovation do not rely only on the end user, but also on the rise of a dominant platform capable of attracting complementors. This paper investigates new technology adoption in platform-mediated markets, identifying the factors that influence the diffusion of innovation. To do so, the study analyzed the impact of the digital textbook over the Brazilian publishing industry. Between April and December of 2012, in-depth interviews were conducted with Brazilian publishers. Results suggest that, besides students, there are many players influencing digital textbook adoption in Brazil. Publishers and teachers are reluctant about this new technology, while the Government, Digital Platforms and Teaching Systems are currently the main supporters of innovation. The study explores the motivation of each of these players, suggesting that the diffusion of innovation in platform-mediated markets must be analyzed from a systemic point-of-view, beyond traditional models.Downloads
Downloads
Published
2015-01-10
Issue
Section
Artigos
License
• O(s) autor(es) autoriza(m) a publicação do artigo na revista;
• O(s) autor(es) garante(m) que a contribuição é original e inédita e que não está em processo de avaliação em outra(s) revista(s);
• A revista não se responsabiliza pelas opiniões, ideias e conceitos emitidos nos textos, por serem de inteira responsabilidade de seu(s) autor(es);
• É reservado aos editores o direito de proceder ajustes textuais e de adequação do artigos às normas da publicação.
How to Cite
Innovations OF adoption IN NETWORK MARKETS : AN ANALYSIS OF THE INTRODUCTION OF Didactic DIGITAL BOOK IN BRAZIL. (2015). INMR - Innovation & Management Review, 11(4), 159-192. https://revistas.usp.br/rai/article/view/100278