Change Management Theories and Models – Everett Rogers

Palliative & End of Life Care A Blueprint for Improvement Palliative & End of Life Care CONCEPT A Blueprint for Improvement Palliative & End of Life Care A Blueprint for Improvement Change Management Theories and Models – Everett Rogers Various schools of thought are accepted • Early adopters – likely to include more leaders of about the nature of organisational change opinions than other groups, are typically younger, have a higher social status, financial lucidity, more and how to most effectively achieve and educated, but more discrete in adoption choices sustain change. Consider the four change than innovators. management models set out in each of the • Early majority – take longer to adopt new ideas sample fact sheets. than the previous groups but have above average social status, contact with early adopters and seldom hold opinion leadership in systems. Rogers’ Diffusion of Innovations • Late majority – adopt an innovation after the Everett Rogers viewed four elements as influencing average member of the society and approach diffusion of new ideas through cultures, these being innovation with a high degree of scepticism after innovations (a new idea, practice or object perceived as most of the community has accepted the idea. This new), communication channels (mechanisms for group typically have below average social status, messages to travel), time (influencing decision making low financial lucidity and little opinion leadership. and the rate of adoption) and social systems (groups • Laggards – represent the population group last to involved in joint problem solving on a common goal). change, are change adverse and tend to be Rogers viewed the innovation-decision process as advanced in years. The group have a focus on occurring over five phases: traditions, are likely to have the lowest social status • Knowledge – represents exposure to the new idea. and have a limited circle of contacts beyond family and friends. • Persuasion – the individual is interested in the idea and seeks information/details. Rogers identified intrinsic characteristics of innovations • Decision – the individual weighs up the value of influencing decisions to adopt or reject: the idea and decides whether to adopt or reject it • Relative advantage – the extent to which the but not necessarily to acquire evidence. change is viewed as an improvement. • Implementation – the individual takes up the idea • Compatibility – the assessed ease to incorporate at varying rates depending on the situation and the innovation into the individual’s life. may seek out further information. • Degree of complexity – the perceived complexity • Confirmation – the individual resolves their to adopt or use. decision to continuing the innovation and may use • Trialability – whether there is an opportunity to it to maximum use. test or experiment with the innovation. Rogers identified five categories of adopters: • Observability – whether the innovation will be • Innovators – are the first individuals to adopt and visible to others and therefore communicated have the following characteristics – risk takers, within the individual’s contacts towards either young, highest social class, financial lucidity, positive or negative reactions. sociable, and closest contact to scientific sources and contact with other innovators. Source: https://www.washington.edu/research/rapid/resources/changeModels/mc_diff_innov.pdf accessed on 02/11/2015 Palliative and End of Life Care: A Blueprint for Improvement – Tools 1c.

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