Purpose – Development or existence of human society depends on innovations and the end of one‐sidedness of behavior. The complexity of innovative processes has been widely studied, yet the success rate is still low. The purpose of this paper is to identify by the dialectical systems approach how some concepts, important for development of inventions into innovations can better support requisitely holistic innovative behavior.Design/methodology/approach – System theory, theory of innovations and social responsibility are used to understand diffusion of innovations as part of the innovative processes.Findings – Many established theories, methods, procedures and standards support innovation management, but its economic success remains poor. Invention‐innovation‐diffusion processes (IIDP) remain poorly managed, especially the non‐technological. The usual approach is too one‐sided. Invention and innovation phases received more attention than the requisitely holistic consideration of the diffusion phase. Social...
['Zdenka Zenko', 'Matjaz Mulej']
Diffusion of innovative behaviour with social responsibility