If startups are to survive and grow, their innovations must be adopted by society. Diffusion of innovation is a theory that seeks to explain how, why, and at what rate new ideas and technology spread. Because the model generally accepted by educators and entrepreneurs, Rogers’ innovation diffusion model, was derived in North America, the model may not prove as relevant in Ghana. Therefore, the study also aims to conclude whether Roger’s innovation diffusion model applies to Ghana or not and propose a model for Ghana if it does not.
The study will contribute to the literature on the documentation of the diffusion of innovation for the products and services introduced by startups in Ghana.