At the heart of DIFFUSION OF INNOVATIONS is Rogers' basic belief in the innovation/adoption cycle, detailing the time line in which products new to the market lag before wide adoption. While early adopters will always exist, Rogers contends, the broad success of a product is tied less to its innovation and more to other people's acceptance of it, making those early adopters a key target market segment for initial launches and marketing. Copyright (C) Muze Inc. 2005. For personal use only. All rights reserved.