Innovation as a structural interest: rethinking the impact of network position on innovation adoption

The act of adopting an innovation is argued to be a type of structural interest. The proposed conception of innovation as a structural interest describes how a potential adopter perceives utility in innovating as a function of his position in network(s) of relations with other potential adopters. Implications of the concept are in accord with diffusion research describing the linkage between social structure and innovation in terms of a potential adopter's social integration. The proposed concept avoids, however, three ambiguities in translating social integration into a structural concept stated in terms of network position. Moreover, it extends the scope of earlier work to suggest new connections between social structure and innovation.In order to make empirical implications explicit, hypotheses for a reanalysis of the classic Medical Innovation data are described. The proposed conception of innovation states the utility a doctor should perceive in prescribing a new drug as a function of his position in professional and social networks among other doctors in his community. The hypotheses predict when a doctor should begin prescribing a new drug and the relative importance of his personal characteristics versus network position as the determinant of when he begins prescribing the new drug.