jun utc the important thing to keep in mind is that just because a concept is adopted by business does not mean it is a business concept bringing these two worlds together means explaining diffusion of innovations in business terms and as others have mentioned it has much broader applicability adopted in contemporary research in many fields not directly related to business including language policy in my case the development of the theory is also quite different from that of historical linguistics and cultural anthropology i'm not sure why anthropology claims it on that latter page because cultural diffusion has not traditionally been explained in terms of s curves though no doubt it can be applied there as well diffusion of innovations is at its root a social theory with broad applicability and needs preservation and expansion not merging a link to the business page and anthropology page should suffice agree with comment above doi theory forms the basis for diverse applications only one of which is business linking the two is the best approach separate theory from application in economics the term diffusion of innovations is used interchangeable with technological change the second synonym is older and a bit more theoretical another article to merge