Activity-Based Essay Question: Diffusion Model Diagnosis Challenge

This question requires you to apply diffusion of innovation theory to a real-world case. You must analyse which diffusion model best explains the spread of a specific innovation and justify your reasoning using theoretical concepts from the module.

Choose ONE of the following innovation cases:

1. Tesla electric vehicle adoption in Norway
2. TikTok’s rapid global expansion
3. SME adoption of cloud accounting software in South Africa

Task

Write a structured analytical response in which you:

1. Identify ONE

   diffusion model that best explains the spread of the chosen innovation:

   • Gravity Model
   • Epidemic Model
   • Equilibrium Model
   • Forecasting Consumer Behaviour Model
   • Early Bird Advantage Model

2. Justify your choice by explaining:

   • the main driver of diffusion (for example geography, information, rationality, profit, or timing),
   • the key parameters influencing adoption, and
   • why alternative models are less suitable.

3. Conclude with a short strategic recommendation: If you were responsible for accelerating diffusion, what intervention would you implement?

Length guideline: 350–500 words.

Total: 15 Marks