Diffusion of Innovation Theory
According to (Cajaiba-Santana 2014), the term social innovation indicates the concepts, strategies and ideas that help to meet the social needs. Depending on the social innovation practices the community development is being done in the proper manner (van Wijk et al. 2018). There is a strong correlation between the social initiatives and community development. By addressing the needs of the society, the solutions are being provided to them for improving their situation. In order to discuss the innovation theory, the Diffusion of innovation theory has been discussed in this study. In the year 1962, the innovation theory was introduced by E.M. Rogers (Redcross.eu 2018). This theory is being considered one of the popular social science theories. In the diffusion theory, the adoption process of new product, behavior and idea is being highlighted that simultaneously improves the social system. It has been identified in this study that time and behavioral characteristics are the major key drivers of innovation theory.
In the above diagram, Diffusion innovation model is showing the five adapter capabilities. In the words of Sugarhood et al. (2014), the five adapter capabilities in Diffusion model have higher level of significance in case of identifying the characteristics of target population. By supporting this Pashaeypoor et al. (2016) stated that in case of promoting the innovation model in the market, different adopter categories have higher level of significance. In the first part innovators have been indicated. Innovators are those people show their interest towards developing new ideas. The second part indicates about early adopters. Their people represent their individuals’ opinions to the leader. By enjoying the leadership roles and capabilities they introduce the way in which the new ideas are being adopted easily. In case of early majority people, using their critical thinking ability, they analyze the strategic appeals for the population which is included in the success stores for bringing the effectiveness in innovation. The fourth category indicates the late majority; here these people are easily being influenced by others (Sugarhood et al. 2014). They only adopt the innovation idea, when large numbers of people adopt it. In the case of Laggards, it indicates those people those are very conservative and afraid of accepting the changes.
Adopter Categories in Diffusion Model
In the above diagram, Social innovation perspectives have been highlighted. it has been identified that social innovation is being influenced by regulations, method, processes, which are being adopted by the customers, politicians and particular community depending on which the innovative plan is being developed. In case of analyzing the theoretical and conceptual approaches, it can be said that the appropriate empirical and theoretical approaches in the social innovation are being discussed by following the macro and meso scale (Cajaiba-Santana 2014). It has been mentioned that community behavior impacts the social innovation in both the positive and negative manner. Therefore, it can be said that every innovation ideas and its acceptance are interrelated variables. It is true that depending on the acceptance of the innovation idea by the community, its success is being measured.
Redcross is one of the popular voluntary humanitarian organizations that work for protecting the human health and human right. Due to its strong fundamental principles the organization has got the popularity among the global people (Redcross.org.au 2018). In the current scenario, the organization has decided to introduce another project for the older people in the society. It cannot be denied that due to rapid changes in the demographic situation, the aged people are being excluded from the decision making processes. In this situation Redcross has decided to take the imitative so that the civil position of the aged people can be developed in the society. These initiatives can be beneficial in terms of both the economic and social status improvement practices. Through this project, the job opportunities for the aged people can be increased. By maintaining the coordination between the different organizations in all over the world this social innovation can help in case of providing the health care services to the aged people with the financial opportunities (Windrum et al. 2016). Therefore, by introducing the social innovation the community will get the job opportunities as well as the social and demographic status of the aged people will also be improved. In these social initiatives, the needs of the aged people will be recognized by the volunteers. Depending on their needs and demands, effective policies can be developed so that the social and health service for the aged people can be provided. On the other hand, by taking the initiatives to develop the required policies for the improvement can be introduced. It cannot be denied that positive image of a person in the society helps to get the social benefits. By engaging the aged people in the local level activities, the positive image can be developed. Through the awareness campaign by the organization, people will get to know about the contribution of the aged people in community. Therefore, it can be said that the project will encourage the aged people to enter in the community so that they can learn how to contribute in the community in better manner. Through this social innovation campaign, the aged people will get the opportunity for raising their voice so that their potentiality and diversified skills can be contributed in the community. On the other hand, it cannot be denied that the social innovation initiative ensures healthy life and also promo7te the wellbeing of the people in all age group.
Social Innovation Perspectives
SWOT and Pestle analysis can play an important role in analyzing both the internal and external environment in an organization. In this study, through the SWOT and Pestle analysis, the ethical implications and impacts on the community have been analyzed.
The biggest strength of the social innovation initiatives is here the positive image of the aged people in society can be developed. Financial and social stability of the aged people can be introduced through this imitative
This initiative can help to engage the aged people in local community (Redcross.org.au 2018
The biggest weakness is in some of the cases due to over aged community do not accept the initiatives of aged people in positive manner
Some of the cases due to lack of understanding of the needs of aged people create challenge for implementing the idea.
It becomes harder for convincing the aged people to encourage towards contributing in the community.
Through this initiative the innovation at the regional level can be easily accepted.
A large number of organizations has started contributing in the old and child community. Therefore, it can be said that the idea can be easily accepted.
Although the organization has strong financial backup, some of the cases insufficient funding creates the major implementation issues.
Rules and regulation in the country and human right acts sometimes create the threat for the organization to implement the innovation plan in proper manner.
Australia is being considered as one of the popular countries that have the stable political condition (Cameron and McAllister 2016). In such cases the social innovation regarding the aged care can be appreciated by the political organizations.
In the recent year the GDP rate in Australia has increased by 0.9% than the previous year (Tradingeconomics.com, 2018). Therefore, in this situation, the social innovation initiatives can be easier to implement. On the other hand, as it aims to contribute to the economy, therefore, it can be said that the economic situation for the initiatives will be beneficial.
It has been identified that a large number of Australian people the appreciated the social initiative that contributes in the community (Anikeeva, Steenkamp and Arbon 2015). Therefore, in this case the initiative for the aged people can also drag the attention of the society.
Proposed Social Innovation and its Contribution to the Common Goods
With the growing economic situation, the technological development is being introduced in the country. In terms of any kind of money transfer regarding the charity has become easier due to the increasing uses of technological equipment.
In order to develop the social status and increasing the engagement of communities in the social well being the government strictly follows the human right regulations. On the other hand, government of Australia introduced the Aged Care Act 1997, Australian Aged care quality Agency Act 2013 and many more for contributing in the community in better manner (Nichols, Horner and Fyfe 2015).
The Australian environment ministry has contributed in the society by following the Environment Protection and Biodiversity conservation Act 1999 (Ives et al. 2015).
It is true that the Australian external environment is in the favorable situation for the social innovation; however, there are various important key drivers that can influence the initiative in a negative manner. In the words of van der Have and Rubalcaba (2016), it cannot be said that the implementation plan will surely bring the success. Although Redcross is an internationally operating organization, due to lack of staffs in the interior areas the initiative can face the failure. It is also very challenging in case of identifying and involving the people in this plan. Some of the cases the aged people do not get convinced by the volunteers. Some of the cases due to overage they do not match the needs and capabilities. It is true that long-term financial stability is another important key challenge for implementing the social innovation idea for aged people. Due to lack of skilled staffs, sometimes the initiative for involving the aged people in community development can face the failure. It cannot be denied that for the aged people, health is the common issue (Prince et al. 2015). In this situation, providing the health facilities becomes harder due to lack of proper communication with the suffering in that situation. Some of the cases, due to lack of financial benefits, it becomes harder to drag the attention of the investors. It has been mentioned in this study that financial stability highly influences the social stability. Therefore, in such cases funding raises the major issue for implementing the plan. As the organization aims to provide its service to all the aged people in Australia, therefore, the aboriginal is also included in this social innovation plan. In this situation social discrimination and lack of acceptance by the other communities, it can create tough situation.
SWOT and PESTLE Analysis: Ethical Implications and Funding
Conclusion
In the study, it can be concluded that the social innovation initiative through the aged care can be beneficial for the community in both the financial and social perspectives. The SWOT and PESTLE analysis, it has been understood that funding and the social acceptance are the major implementation issues of this project. I believe, these issues can be solved by the joint initiative of the society and government. It can be said that if the implementation issues can be solved the project can improve the social standard of the aged people in Australia.
References
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