Biotechnology integration as a sociology of innovation

Understanding the sociological process by which innovations are developed and adopted provides an interesting challenge for managers and marketers. In practical terms, recognizing the various intangible social influences that modulate innovation development and uptake requires a flexible framework which enables the variable stakeholder contributions to be taken into account. Research into the Australian biotechnology industry has provided valuable insight into the social processes in the development and integration of these innovations. Evidence from the industry reveals integration was a dynamic social process directed by the multiple agendas of participating stakeholders. The social foundation of integration activities was strongly reliant on established research and professional associations. Additional networking activities were also in evident through recognised and historic patterns of research and professional associations. The adoption of a sociological framework enables these interpersonal interactions and negotiations to be strategically interpreted for maximum uptake and market leverage. We present a model which recognizes the socio-cognitive framework of stakeholders in innovation adoption as enacted in the acceptance and integration of emerging technologies in the Australian biotechnology industry. By recognizing the key processes in such a framework activities can be developed that are conducive to innovation integration, technology adoption and biotechnology uptake.