InformalGatekeepersConsumerInnovation/anizationsresponsibleforcreatingandmarketingaculturalproductisaCulturalProductionSystem(CPS).Itconsistsof:CreativeSubsystem-eneratingnewsymbolsand/-responsibleforselecting,makingtangible,massproducing,andmanagingthedistributionofnewsymbolsand/municationsSubsystem-CultureCultureProductionSystemscreatemanydiversekindsofproducts,suchasArtsandCrafts:&’%34%34%16%LaggardsLateMajorityDiffusionofInnovationsReferstotheProcessWherebyaNewProduct,Service,%AdopterCategoriesInnovators-%ofthepopulation,thefirsttobuy,-%ofthepopulation,sharemanycharacteristicswiththeInnovators,-68%ofthepopulation,mainstreampublic,interestedinnewthings,-16%ofthepopulation,essfulpatibilityMustFitConsumer’sLifestyleRelativeAdvantageMustGiveAdvantagesOtherProductsDon’essfulAdoption
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