Innovations OF adoption IN NETWORK MARKETS : AN ANALYSIS OF THE INTRODUCTION OF Didactic DIGITAL BOOK IN BRAZIL
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Data de Publicação: | 2015 |
Outros Autores: | , |
Tipo de documento: | Artigo |
Idioma: | por |
Título da fonte: | Revista de Administração e Inovação |
Texto Completo: | https://www.revistas.usp.br/rai/article/view/100278 |
Resumo: | Technology Acceptance Models are usually focused on the end user. However, recent clashes between similar technologies such as Blu-ray and HD-DVD suggest that the diffusion of innovation do not rely only on the end user, but also on the rise of a dominant platform capable of attracting complementors. This paper investigates new technology adoption in platform-mediated markets, identifying the factors that influence the diffusion of innovation. To do so, the study analyzed the impact of the digital textbook over the Brazilian publishing industry. Between April and December of 2012, in-depth interviews were conducted with Brazilian publishers. Results suggest that, besides students, there are many players influencing digital textbook adoption in Brazil. Publishers and teachers are reluctant about this new technology, while the Government, Digital Platforms and Teaching Systems are currently the main supporters of innovation. The study explores the motivation of each of these players, suggesting that the diffusion of innovation in platform-mediated markets must be analyzed from a systemic point-of-view, beyond traditional models. |
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Innovations OF adoption IN NETWORK MARKETS : AN ANALYSIS OF THE INTRODUCTION OF Didactic DIGITAL BOOK IN BRAZILADOÇÃO DE INOVAÇÕES EM MERCADOS EM REDE: UMA ANÁLISE DA INTRODUÇÃO DO LIVRO DIDÁTICO DIGITAL NO BRASILEstratégiaDifusão da InovaçãoInovaçãoNovas Mídiase-LearningLivro DidáticoStrategyInnovationPlatformsNew MediaDigital Textbook.Technology Acceptance Models are usually focused on the end user. However, recent clashes between similar technologies such as Blu-ray and HD-DVD suggest that the diffusion of innovation do not rely only on the end user, but also on the rise of a dominant platform capable of attracting complementors. This paper investigates new technology adoption in platform-mediated markets, identifying the factors that influence the diffusion of innovation. To do so, the study analyzed the impact of the digital textbook over the Brazilian publishing industry. Between April and December of 2012, in-depth interviews were conducted with Brazilian publishers. Results suggest that, besides students, there are many players influencing digital textbook adoption in Brazil. Publishers and teachers are reluctant about this new technology, while the Government, Digital Platforms and Teaching Systems are currently the main supporters of innovation. The study explores the motivation of each of these players, suggesting that the diffusion of innovation in platform-mediated markets must be analyzed from a systemic point-of-view, beyond traditional models.Modelos de adoção de novas tecnologias são usualmente centrados no consumidor final. Entretanto, casos como a disputa entre tecnologias similares como Blu-Ray e HD-DVD sugerem que a difusão da inovação não depende apenas do consumidor, mas da criação de uma plataforma dominante capaz de atrair o máximo de complementares. O objetivo deste estudo é compreender a adoção de tecnologias em mercados mediados por plataformas, levantando os fatores que influenciam a inovação além do comportamento do consumidor. O estudo abordou a indústria editorial brasileira, investigando o impacto do livro didático digital neste setor. Entre abril e dezembro de 2012, foram realizadas entrevistas em profundidade com gestores de grandes editoras de livros didáticos do Brasil. O estudo sugere que, além de pais e alunos, outros atores influenciam a adoção do livro didático digital. Se editoras e professores estão reticentes, o governo, as plataformas de conteúdo digital e os Sistemas de Ensino são impulsionadores do livro didático digital. O estudo explora as motivações destes atores, sugerindo que a difusão de inovações em mercados em rede deve ser compreendida a partir de um olhar sistêmico, além dos modelos tradicionais.Universidade de São Paulo. Faculdade de Economia, Administração e Contabilidade2015-01-10info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://www.revistas.usp.br/rai/article/view/100278INMR - Innovation & Management Review; v. 11 n. 4 (2014); 159-1921809-2039reponame:Revista de Administração e Inovaçãoinstname:Universidade de São Paulo (USP)instacron:USPporhttps://www.revistas.usp.br/rai/article/view/100278/98936Rodrigues, Marco Aurelio de SouzaChimenti, Paula Castro Pires de SouzaNogueira, Roberto Ramosinfo:eu-repo/semantics/openAccess2016-06-10T19:34:18Zoai:revistas.usp.br:article/100278Revistahttp://www.viannajr.edu.br/wp-content/uploads/2016/01/raiPUBhttp://www.revistas.usp.br/viaatlantica/oairevistarai@usp.br||tatianepgt@revistarai.org1809-20391809-2039opendoar:2016-06-10T19:34:18Revista de Administração e Inovação - Universidade de São Paulo (USP)false |
dc.title.none.fl_str_mv |
Innovations OF adoption IN NETWORK MARKETS : AN ANALYSIS OF THE INTRODUCTION OF Didactic DIGITAL BOOK IN BRAZIL ADOÇÃO DE INOVAÇÕES EM MERCADOS EM REDE: UMA ANÁLISE DA INTRODUÇÃO DO LIVRO DIDÁTICO DIGITAL NO BRASIL |
title |
Innovations OF adoption IN NETWORK MARKETS : AN ANALYSIS OF THE INTRODUCTION OF Didactic DIGITAL BOOK IN BRAZIL |
spellingShingle |
Innovations OF adoption IN NETWORK MARKETS : AN ANALYSIS OF THE INTRODUCTION OF Didactic DIGITAL BOOK IN BRAZIL Rodrigues, Marco Aurelio de Souza Estratégia Difusão da Inovação Inovação Novas Mídias e-Learning Livro Didático Strategy Innovation Platforms New Media Digital Textbook. |
title_short |
Innovations OF adoption IN NETWORK MARKETS : AN ANALYSIS OF THE INTRODUCTION OF Didactic DIGITAL BOOK IN BRAZIL |
title_full |
Innovations OF adoption IN NETWORK MARKETS : AN ANALYSIS OF THE INTRODUCTION OF Didactic DIGITAL BOOK IN BRAZIL |
title_fullStr |
Innovations OF adoption IN NETWORK MARKETS : AN ANALYSIS OF THE INTRODUCTION OF Didactic DIGITAL BOOK IN BRAZIL |
title_full_unstemmed |
Innovations OF adoption IN NETWORK MARKETS : AN ANALYSIS OF THE INTRODUCTION OF Didactic DIGITAL BOOK IN BRAZIL |
title_sort |
Innovations OF adoption IN NETWORK MARKETS : AN ANALYSIS OF THE INTRODUCTION OF Didactic DIGITAL BOOK IN BRAZIL |
author |
Rodrigues, Marco Aurelio de Souza |
author_facet |
Rodrigues, Marco Aurelio de Souza Chimenti, Paula Castro Pires de Souza Nogueira, Roberto Ramos |
author_role |
author |
author2 |
Chimenti, Paula Castro Pires de Souza Nogueira, Roberto Ramos |
author2_role |
author author |
dc.contributor.author.fl_str_mv |
Rodrigues, Marco Aurelio de Souza Chimenti, Paula Castro Pires de Souza Nogueira, Roberto Ramos |
dc.subject.por.fl_str_mv |
Estratégia Difusão da Inovação Inovação Novas Mídias e-Learning Livro Didático Strategy Innovation Platforms New Media Digital Textbook. |
topic |
Estratégia Difusão da Inovação Inovação Novas Mídias e-Learning Livro Didático Strategy Innovation Platforms New Media Digital Textbook. |
description |
Technology Acceptance Models are usually focused on the end user. However, recent clashes between similar technologies such as Blu-ray and HD-DVD suggest that the diffusion of innovation do not rely only on the end user, but also on the rise of a dominant platform capable of attracting complementors. This paper investigates new technology adoption in platform-mediated markets, identifying the factors that influence the diffusion of innovation. To do so, the study analyzed the impact of the digital textbook over the Brazilian publishing industry. Between April and December of 2012, in-depth interviews were conducted with Brazilian publishers. Results suggest that, besides students, there are many players influencing digital textbook adoption in Brazil. Publishers and teachers are reluctant about this new technology, while the Government, Digital Platforms and Teaching Systems are currently the main supporters of innovation. The study explores the motivation of each of these players, suggesting that the diffusion of innovation in platform-mediated markets must be analyzed from a systemic point-of-view, beyond traditional models. |
publishDate |
2015 |
dc.date.none.fl_str_mv |
2015-01-10 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://www.revistas.usp.br/rai/article/view/100278 |
url |
https://www.revistas.usp.br/rai/article/view/100278 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.relation.none.fl_str_mv |
https://www.revistas.usp.br/rai/article/view/100278/98936 |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
Universidade de São Paulo. Faculdade de Economia, Administração e Contabilidade |
publisher.none.fl_str_mv |
Universidade de São Paulo. Faculdade de Economia, Administração e Contabilidade |
dc.source.none.fl_str_mv |
INMR - Innovation & Management Review; v. 11 n. 4 (2014); 159-192 1809-2039 reponame:Revista de Administração e Inovação instname:Universidade de São Paulo (USP) instacron:USP |
instname_str |
Universidade de São Paulo (USP) |
instacron_str |
USP |
institution |
USP |
reponame_str |
Revista de Administração e Inovação |
collection |
Revista de Administração e Inovação |
repository.name.fl_str_mv |
Revista de Administração e Inovação - Universidade de São Paulo (USP) |
repository.mail.fl_str_mv |
revistarai@usp.br||tatianepgt@revistarai.org |
_version_ |
1748936697213616128 |