SUMMARY AND CONCLUSIONS
This article has argued that research on the diffusion of innovation
and organizational change has too often focused on the
wrong clusters of variables. In particular, the orientation toward
the early phases of the innovation cycle, the concentration on
small-scale technical innovations, and the individualistic biases
have hindered our understanding of major organizational innovation.
In contrast, a more productive analysis of the change
process should concentrate on the diffusion of complex
technologies with unclear evaluations, would shift focus from
individualistic variables to roles and organizational