chapter  13
12 Pages

Phase Two: Understanding

WithTimothy D. Green, Loretta C. Donovan, Jody Peerless Green

Understanding the reactions individuals have to being asked to adopt an innovation will help reader gauge perceptions about innovation adoption, and to a lesser extent the innovation itself. Asking pointed questions will help reader gain a general sense of concerns related to being asked to adopt the innovation. As such, the primary outcomes of the Understanding Phase will be determining who needs to be involved in the change process and innovation adoption, ensuring that those involved understand the process and what the innovation is, and determining their perceptions of and concerns about the innovation. As the author consider change and innovation adoption, it is important to note that Hall and Hord indicate that, “organizations adopt change and individuals implement it”.