Knowledge and innovation diffusion in retailing clusters: an analysis based on the social perspective
by Renato Telles; Fabio Teixeira Arten; Maciel Manoel De Queiroz; Julio Araujo Carneiro-da-Cunha
International Journal of Knowledge-Based Development (IJKBD), Vol. 11, No. 3, 2020

Abstract: This study addresses the diffusion of innovation in commercial clusters through the formal network analysis. The objective is to describe the innovation diffusion processes in business networks from Rogers' model perspective in which innovation is influenced by its social structure. The research considered the relation between centrality and diffusion potential of actors of a commercial cluster in Brazil. A survey was applied in the cluster of bars and restaurants of Vila Madalena region in São Paulo, Brazil. As result, the network with approximately 70 organisations was mapped. It allowed us to understand the social structure of the cluster, as well as the identification of the structural properties of the network. We found a significant relationship between centrality and innovation of the actors present in that cluster.

Online publication date: Wed, 03-Feb-2021

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Knowledge-Based Development (IJKBD):
Login with your Inderscience username and password:

    Username:        Password:         

Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email