Finally, Berwick (2003) describes contextual factors as the third cluster
of influences on diffusion. These factors pertain to themanagerial factors
within the organization that facilitate or impede the adoption process.
Organizations that encourage and support innovation will have improved
rates of adoption. Additionally, organizations must have infrastructure to
support the innovation. Leadership plays a critical role in diffusion of innovation
process. Leaders that understand the need for innovation and
that have a positive attitude toward change will foster innovation. Other
organizational factors include complexity, interconnectedness, size and
organizational slack. Communication is also a key factor in supporting
and promoting innovation. Communication is the primary mechanism of
diffusing information and is used at every stage of diffusion beginning at
creating awareness, to transferring knowledge to changing attitudes through
sharing knowledge.