Knowledge occurs when an individual is exposed to an innovation’s existence and gains an understanding of how it functions.

Why Sony failed at the Knowledge Stage

Based on the research consumers at this stage did not adopt to the Minidisc due to lack of knowledge because of poor marketing and strategy for example “ a November 1997 issue of Rolling Stone accused in the coarse, but honest language, the company of both bad time and bad marketing saying, the technology rocks , but the roll-out sucked”, (McDaniel pp. 2000) Sony failed at the knowledge stage for the following reasons:


Based on the influence from the knowledge stage Sony entered entered the music market because of large consumers such as Hollywood that were looking for companies to produce VHS and digital image, from a customer viewpoint Sony failed to understand what the consumer product ,the rapid change in innovation, competition from other vendors that understood what are the customer needs.