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Discuss the relation merits of top- mastered and bottom-up approaches to the public exposure of re overboldfangledable muscle technologies. Word count 1300 Introduction The question of whether an Initiative Is considered top-down or bottom-up Is a question of perspective, so a local council annihilating gage be look oned as a bottom up If you view It from a central government perspective, whereas you could view It as top down If you were one of the residents.Diffusion follows the basis phase, and is all about up gather in of youthful produces by consumers, how new products enter the merchandise and spread head across. Therefore, spreading is a rhythm of how successfully a new product has spread through ordering. In his book Diffusion of Innovations ref) Everett Rogers espouses that there atomic number 18 four mall elements that modulate the spread of a new Idea the innovation Itself, communication channels, time, and a social system.In order to self-sustain, the Inno vation must be widely adopted. The spreading of Innovations according to Rogers. With successive groups of consumers adopting the new technology (shown in blue), its market share (yellow) entrust eventually r to each one the saturation aim. Diffusion doesnt happen by itself, as it squires element of the marketing mix product price git promotion. Process physical evidence properties pleasure people. ND Rogers criteria for dispersion relative advantage (offering a competitive advantage) complexness ( beingness easy to use) compatibility (matching existing products) Absorbability ( see the product in use) Tractability (trying the product out) Diffusion is also significantly moved(p) by such factors as the efforts companies and organizations mold into achieving those marketing mix elements and criteria for spreading government Initiatives aimed at Influencing the take up of new cosmologies (top-down, technology push) and the characteristics of the consumers In that market pl ace.In the conventional depictions of consumer responses to products, consumers are seen as passive hardly selecting from what Is on offer. However, many consumers are becoming more selective and are interested about accordingly In his book Enabling Innovation, Boor Outwitted describes innovation as involving a Darwinian work on of selection. New ideas are tried and tried, but adopted moreover if they are seen as valuable by consumers (*ref) Top down *See what makes renewable energy work. UDF in thirtieth folder Any technology signed to be used by society on the macro level (larger scale) call for to be combine into existing technical and social structures. This means that these structures must be adequate to punt an competent use of the technology. The task of managing this adaptation requires the finance and support of governments. expose elements of technology support systems for renewable energy systems are Public cognisance and acceptance Qualification of every(p renominal)one that interacts with the system (Installation, Maintenance and Operation) Quality control every new technology goes through a number of iterations until reliable and efficient operation is achieved. If products entering the market do not meet a minimum standard confidence pass on be affected and spreading may be prematurely halted. Organizational infrastructures supporting the technology must be in place to guarantee that a deficient gubbins can be repaired quickly, and that spare parts are available.Logistical infrastructures are in place to provide fuels (in the case of Biomass) efficiently and in sufficient quantities this may require the use of financial incentives for farmers to switch to alternative crops to support the technology. breeding of standards regarding the renewable technology and fuels seed by them this will encourage more manufacturers to enter the market thus driving force per figure outance up, and costs down, enabling further public expo sure. Qualification of those indirectly confronted by the technology architects, planners, public decisiveness makers.They produce special interests and create new markets with their acquire choices. They cast the market in a bottom-up focussing.. Level 5 developer consumers. They develop new or modified products to meet their needs or concerns. They develop more proactive in a bottom-up way in name of technological innovation, and almosttimes ope footstep in niche markets. Level 6 Consumer innovators. Consumer initiatives lead to success and diffusion. The products transcend the niche markets created by these proactive consumers, and these products and the enterprises that hold substantiate created them may be amaze part of the mainstream. These consumers stir the market and the products, and these changes may become part of the new order.At each successive level in this list, the define of businesses on innovation and effusion decreases, as consumer influence and affa ire increases. However, in all categories, business involvement is still strong and ultimately, at level 6, any successful products step upnt from the bottom-up process are potential to be interpreted up by conventional companies. The levels of consumer involvement shown preceding(prenominal) apply to individual consumers and small grass-roots user groups. However, these are not the only sources of external influence on the judge of technological development and diffusion. Consumers can also be part of wider consumer organizations and environmental pressure groups. Placements through the lobbying major power and public influence of large numbers of instalments. For exemplar, green groups may support nuclear power and support solar power. Clearly, given the involvement of grass-roots activists, this is a bottom-up approach, although near pressure groups rush discipline and international agencys and can be major players in the high-level political processes. The DVD incl udes illustrative examples which are relevant to your discussion on the relative merits of each expression of the top-down and bottom-up approaches. They include the Hector Housing project, the Austrian DID solar case study, Sam&1105, Local coevals in Waking and so on Ochs your attention to the good aspects of each approach. Think about such things as where these approaches might be best suited (and examples thereof), and also how whether they are in return exclusive. Argue the case for and against various strategies for supporting diffusion for specific technologies or programmers. Identify in general terms the break factors likely to influence the successful diffusion of new technological developments Assess the relative merits of top-down and bottom-up approaches to diffusion and to the wider innovation process. Http//nun. Du/publications/articles/ insurance policy-innovation-for-technology-diffusion- Japanese-renewable-energy. HTML Bottom up driving top-down Prior to th e adoption of RPR, there were vociferous calls from the civil society requesting that the government introduce another policy model instead. The Feed-in Tariff (FIT) is a policy for the or so part proven to be successful in the member states of the European Union Learning outcome 1 . 1 The way in which market, environmental and economic factors influence the consumer take-up (diffusion) of new products. close off 4, knave lynchpin points of section 1 gag rule 4, summon key points of section 2 http//www. Warwick. AC. UK/face/cross_face/low_carbon/conference/programmer/low- carbon_conference_king_Wang_ final_comma. PDF Diffusion surmisal is a collection of concepts that attempt to explain how new ideas, products or practices are taken up into use by domestic, commercial and industrial consumers.According to Everett Rogers (1983), a leading theoretician, diffusion is the process by which an innovation is communicated through sure channels over time among the members of a so cial system leading to its ulterior adoption into widespread use. Rogers identifies five factors that influence diffusion. He suggests the ease and rate performance and/or cost terms, compared with existing products compatibility with existing products, and with consumers values and lifestyles complexity by contrast, he argues that complexity is a negative attribute absorbability seeing it in action, including seeing how others get on using it Tractability handiness for personally checking out its merits.In addition, perceived risk or danger in use could be added to the list as another potential disincentive. Consumers take a crap increasely become active in make complaints about the timber of products and run. In parallel, and more positively, consumers increasingly seem to be willing to put effort into searching for what they want. This is not to do simply with price. With a generally more affluent population, the focus is increasingly on performance and feature as wel l as value. baffle 4, pig 15 For the present, it should simply be noticed that not all of this enhanced consumer selectivity is related to self-interested personal utility concerns such as performance, quality or technical advantages, or even a desire for more things.Some consumers have adopted wider ethical stances in relation to what they buy and what they will tot buy, and some(a)times, how much they will buy. In practice, only a few people opt for frugal denial, but many more are concerned about the undefiled volume of their personal consumption and may seek to cut back on things they feel are frivolous or in some way undesirable. According to research for the Co-operative Banks Ethical Purchasing Index, in the block from 1999 to 2002, 52 per cent of I-J consumers boycotted at least one product because they disapproved of the practices of the political party concerned. It was estimated that E. 6 billion had been lost by firms in 2002 due to consumers switch over brands on ethical grounds.A survey in 2004 of potential consumer attitudes to companies that did not postdate with the new environmental legislation requiring companies to reduce carbon dioxide emissions -introduced under the EX. Emissions traffic scheme(Elk TEST) found that consumers would vote with their feet if companies failed to comply with this new green legislation. One in iii respondents to the survey said they would switch brand allegiance on environmental grounds if a company they regularly buy goods and services from failed to comply (Illogical, 2004). Moreover, consumer responses are not simply negative some consumers will costively select products which comply with environmental legislation or which are marketed as, for example, involving sportsmanlike trading with producers in developing countries, or which avoid testing on animals. square block 4, pig 16 environmental sensitivities that influence their purchasing decisions some companies have responded to this new market and the government seems keen that the public should do more, in particular in relation to selecting environmentally appropriate products. Learning outcome 1. 2 The use of consumers in supporting new product lines, resisting unwanted options and, on occasion, stimulating the production of, or even actually developing, desired products and services. counteract 4, scallywag key points of section 1 lay off 4, page Key points of section 2 close up 4, page key points of section 4 Block 4, page Key points of Section 5 Block 4, page key points of section 6 Learning outcome 1. The difference amid top-down and bottom-up approaches to innovation and diffusion and the potential role of consumers and users in aiding diffusion and innovation. Block 4, page key points of section 1 Block 4, page key points of section 5 (Bottom -up) Block 4, page key points of Section 6 (Bottom-up) Block 4, page key points of Section 7 (Top-down) Learning outcome 1. 4 Consumer involvement with in novation and diffusion in the renewable energy sector and the problems that such activity may come up against. Block 4, key points of section 1 Block 4, page key points of Section 2 Block 4, page Impact on technology diffusion Block 4, page key points of section 3 key points of section 5 page page Block 4, page Consumer involvement classification.I have identified six levels of consumer involvement At each successive level in this list, the influence of businesses on innovation and diffusion decreases, as consumer influence and involvement increases. However, in all categories, business involvement is still strong and ultimately, at level 6, any successful products emerging from the bottom-up process Block 4, page Governments influence the mix of products and systems in ways practically beyond the control of consumers, through regulation, taxes and other policy mechanisms. They seek to stimulate the development and diffusion of selected technologies in line with wider national or international strategic priorities. For example, based on environmental policy, governments may seek to phase out the use of coal for electricity generation and to back wind, wave or tidal power.Clearly this sort of influence involves a top-down approach, although one moderated by democratic processes. Learning outcomes 1. 5 The role of government in influencing the direction and effectiveness of the innovation process and the strategic development of technology in the scene of trying to move to the environmentally sustainable use of energy. Block 4, page Government energy options Block 4, page Conclusions Block 4, page key points of section 7 Block 4, pig 10 key points of section 8 Block 4, swinish key points of section 9 Learning outcome 1. 10 The role of diffusion and the part played by consumers in paving to a more sustainable approach to energy use.SAA 14 It is true that most innovations are the result of efforts by companies to develop products that will sell to con sumers, with governments possibly providing support for specific lines of development deemed strategically important. However, as has been argued in this block, the diffusion process can be greatly aided if consumers and users are tortuous in some way. Indeed, motivated consumers and users can sometimes create markets for new areas of innovation. Even when it comes to Just responding to innovations developed by others, the social and community context is important for diffusion. Certainly diffusion may be delayed or prevented if the community opposes the innovation as was illustrated in the case of wind power.More positively, bottom-up initiatives from the grass-roots can sometimes throw up original ideas that can be diffused widely. Indeed, in some sectors this can be a major source of innovation in terms of new product development, as well as aiding Block 4, pig 23 Diffusion is the final stage of the innovation process, and is concerned with the take-up of new products by consu mers. The rate of diffusion at any one time depends on how consumers react to new products. Some will adopt them quickly, most others will take their time, and a few will remain hesitant until there is no other option. In the conventional depictions of consumer responses to products, consumers are seen as passive simply selecting from what is on offer.However, some consumers are becoming more selective and some are concerned about ethical, social and environmental issues and are adjusting their purchasing choices accordingly. A bottom-up grass-roots approach to innovation may offer some advantages over a top-down approach, by ensuring involvement of users in both reduce development and diffusion. A technology push, also known as top down transfer, is diffusion from higher levels of authority to refuse levels. An example of push is Federal efforts at technology transfer through legislation, regulation, or policy. Entrepreneurs and other individuals or organizations whose objective s are to implement a technology typically push in order to do so. In marketing terms, the invitee is sold the technology.A transfer pull is Just the opposite, a bottom-up form of diffusion. The client demands the technology. The search for innovation moves up from the write down levels f an organization until it is accepted or addressed and resolved by higher authorities. cardinal systems exist for diffusion of innovation concentrate or decentralized. Decision making in centralized systems is concentrated at a high level, enchantment decentralized systems feature wide sharing of power within the diffusion network. In centralized systems diffusion is vertical from the top down, as innovations emerge from formal R&038D projects. Centralized systems favor technology push, where needs are defined at a high level.Innovations which cannot be easy modified, or re-invented, re best diffused using a centralized system. Decentralized systems use horizontal diffusion, as local experime ntation is often the innovation source and use technology pull, where needs are defined locally. Innovations which lend themselves to modification are best diffused by a decentralized approach because such an approach allows local adaptation of innovations to forge local needs. There are, as a general rule, two types of projects. Projects spare-time activity top-down procedures where large projects are conceived and announced by the Ministry of Scientific seek and Information or Ministry of Environment. Those commissioned projects are rewarded with large amount of money.The routine type of project concerns smaller ones and follows a bottom-up approach with three different types of grants grants for public research (PRO or Universities), SEEM projects and projects supported by the EX. Framework programmer. Http//sustainabledevelopment. UN. Org/content/documents/Kandahar. PDF top down monitoring and audit process to ensure that the quality standards are strictly met and the Compan y policies and procedures are being properly followed Top-down Definition A development or change initiated and managed from above by overspent or companies the conventional approach macroeconomic measures Block 4, pig 82 governments can ensure the successful development and spread of strategically selected technologies.This will include a look at new technology development as well as at diffusion because the successful diffusion of new products frequently rests on how well those products have been developed. For example, the UK governments 2003 innovation review identified environmental issues, and the need for improved, lower shock products and services, as a key driver for future innovation. The review suggested that some of the new developments would be specific environmental goods and services, such as technologies to denigrate pollutants or promote resource efficiency, or renewable energy sources Block 4, pig 86 Nevertheless, in order to achieve its aim of increasing the con tribution from renewable, the I-J government found it necessary to provide support to change the newly emerging technologies to enter the marketplace.New technologies usually face a contend in trying to get established in markets dominated by the existing range of products, and this was clearly a problem for renewable go about with the nominate fossil fuel and nuclear industries. So the government inflexible to provide extra support to stimulate diffusion, by adjusting the market. As remark earlier, this is sometimes called market ennoblement enabling key new technologies to be taken up by the market. Block 4, pig 90 By contrast, the bounty systems for wind projects in Germany, Denmark and elsewhere meant they could make use of locations with much lower wind speeds indeed they often had little choice because, for example, Denmark is mostly unconditioned and wind speeds there and in Germany are generally much lower than in the I-J. Block 4, pig 93