By the time bmw got into the mini-suv market, sales had leveled off and were even starting to decline. bmw had to target its marketing efforts toward the diffusion of innovation group.

Late majority.

Explanation:

Rogers’ Diffusion of Innovation Theory help ensure that the Policy Readiness Tool is straightforward to use, easy to implement, and that users can apply it to a variety of policy situations.

Characteristics of adopter categories:

-Innovators 2%

-Early adopters 13.5%

-Early majority 34%

-Late majority 34%

Are describe as skeptical and traditional, and typically require proof of an innovation working before moving foward. They usually wait until the majority of other communities or organizations implement a policy or new initiative before implementing it themselves. Typically, pressure from other groups is required for them to adopt a policy.

-Laggards 16%

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