Roger's Diffustion of Innovations

Diffusion of Innovations is a theory that seeks to explain how, why, and at what rate new ideas and technology spread through cultures. Everett Rogers said diffusion is the process by which an innovation is communicated through certain channels over time among the members of a social system. The origins of the diffusion of innovations theory are varied and span multiple disciplines.

By using this theory, companies are able to determine if their innovation will survive the market.  Before new cellular phone, televisions, or computers are placed on the market, they are given to a beta group.  This group essentially goes through the decision-making process.  If the group rates the product positively,  the innovators will then release the new technology to a broader market.