Diffusion of innovation in organizations: Simulation using evolutionary computation

Diffusion of innovation is a research topic which has been subject to several works in the last years. The diffusion of innovation theory aims to explain how new ideas and practices are disseminated between the members of a social system. A significant part of the existing models are based on the use of parameters which determine the process of innovation adoption, and rely on simple mathematical functions centered in the observation and description of diffusion patterns. This models enable a more explicit diffusion process study, but its use involves the estimation of diffusion coefficients, usually obtained from historical data or chronological series. This raises some problems, for instance when there is no data or it is insufficient. This paper proposes the use of evolutionary computation is an alternative approach for the simulation of innovation diffusion within organizations, in order to overcome some of the problems inherent to the existing models.