Title: Model přijímání inovací a jeho využití v praxi
Other Titles: Adoption-diffussion model and its applications
Authors: Malý, Josef
Taušer, Josef
Citation: Trendy v podnikání = Business trends : vědecký časopis Fakulty ekonomické ZČU v Plzni. 2013, č. 1, s. 10-15.
Issue Date: 2013
Publisher: Západočeská univerzita v Plzni
Document type: article
URI: http://www.fek.zcu.cz/tvp/doc/akt/tvp-1-2013-clanek-2.pdf
ISSN: 1805-0603
Keywords: přijetí a šíření inovací;inovace;čistá současná hodnota;oceňování nových technologie
Keywords in different language: adoption and diffusion of innovations;innovations;net present value;valuation of new technologies
Abstract in different language: Permanent innovations are a key success factor on highly competitive markets. Companies which have invested into the research and development activities during the financial crisis have strengthened their position on the market whereas the companies which were oriented rather to cost cutting have suffered significant losses. To develop and to implement an innovation is a complex process which involves technical and marketing solutions as well as needful financial decisions. Adoption-diffusion model provides theoretical framework to value new technologies. It is based on normal distribution of customers which are divided in five different groups according to their attitude to innovations. Standard deviation of the distribution measures the time which each group of customers needs to adopt the innovation. To predict the market capacity we need, however, to involve many other different factors into our analysis (e.g. competition on the market, price elasticity, external marketing environment, legal conditions for applying new technologies etc.). Finally, we can predict the volume of sales and future cash flows which are, then, discounted to present using appropriate discount rate. If the present value of cash flows exceeds the cost of implementing new technology we commercialize it since the innovation creates the value for shareholders. And vice versa – if the net present value of the project is negative, we may postpone or even reject the commercialization of new technology.
Rights: © Západočeská univerzita v Plzni
Appears in Collections:Číslo 1 (2013)
Číslo 1 (2013)

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