STRUCTURAL GLASS FACADES - USC School of Architecture

10.3.6 Diffusion of Innovation in Architecture and Construction
Another area of interesting research that was touched upon in this thesis is the manner in
which new and innovative technology is diffused into the marketplace. Rogers (2003) has
done significant work in this field, but there may be unique relevance in such study within the
construction industry and the practice of architecture.
It has already been discussed here that education is a primary strategy for the diffusion of an
innovative technology. The effectiveness of various learning programs could be tested in
these specific market sectors.
This could have particular relevance when it comes to the new sustainable and green
materials and technologies being introduced into the marketplace daily. As Rogers (2003,
p.1) points out, merit does not equate to usage, good products often fail to be adopted.
Strategies for deploying these technologies are as important as the products themselves. It
would be an unfortunate waste to have effective green technology go unused. What are the
metrics that equate to adoption in the complex environment of the building process
Examples include waterless urinals and building integrated daylight harvesting systems. The
issue is not with the technology itself, it is with how the technology is perceived and
responded to by the various stakeholders. Integrated building systems are an obviously
important concept, but when automated systems for light level control are installed they are
invariably compromised by the user response. What measures might be effective in
anticipating and mitigating these problems This is an interesting area that bridges building
science, marketing, and innovation theory.
10.3.7 Material, Process, and Design Innovation in Architecture
Another profound dynamic that becomes apparent in the study of glass and architecture is
the complex relationship between material, process and design innovation. Do advances in
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