The case is from Denmark.ĭTT has been characterised as a digital innovation, specifically ‘a new digital television service’. This study will follow this recommendation and focus on how culture may influence the rate of adoption of an innovation within the broadcasting industry, namely, digital terrestrial television (DTT), with a case study approach. This area appears especially ripe for exploration’. write, ‘It seems plausible that intangible service offerings may be more influenced by national culture than are tangible product goods. This is notable, because, as Dwyer et al. But what determine the rate of adoption of products may be different from what determine the rate of adoption of service innovations. Historically, DOI research has focused on what determined the rate of adoption of goods and products. It is notable that the category that has been most extensively investigated (perceived attributes) has been found to be the most important variable in determining the rate of adoption (, p. 222).

However, these five categories of variables have not received equal attention in research. One answer from literature is that five categories of variables determine the rate of adoption: (I) perceived attributes of innovations, (II) type of innovation-decision, (III) communication channels, (IV) nature of the social system, and (V) extent of change agents’ promotion efforts (, p. 222). The answer is without doubt complex but research do offer some answers. One of the big questions in the diffusion of innovations (DOI) research field is what determines the rate of adoption of an innovation. The empirical part of the study concludes that these 10 cultural variables can play a role in innovation diffusion. The study introduces a novel approach to analyse culture in an innovation diffusion context by selecting 10 cultural variables that may have an influence on the rate of adoption of DTT in Denmark. The proposition is that a country’s culture may affect the rate of adoption of a service innovation no matter how the service innovation is perceived, but if the service innovation is perceived as part of or connected to a service offering that is broadly founded in the culture, there may be a stronger motivation to adopt the service innovation.

To understand this, service theory is introduced to help define DTT in the eye of the consumers.

The starting point is to understand theoretically what consumers may perceive they adopt when they adopt an innovation such as digital terrestrial television (DTT). This study focuses on how culture may influence the rate of adoption of a television innovation, which is also a service innovation.

How can innovation affect ways of life