The role of customers and vendors in modern construction equipment technology diffusion

Purpose The purpose of this paper is to address the gap in knowledge by exploring the role of customers and vendors in diffusion of modern equipment technologies into the construction industry. Design/methodology/approach To address the need to consider both vendors and customers in the innovation diffusion process and the need for in-depth cross-sectional studies, semi-structured interviews were undertaken with 147 participants including 85 vendors and 62 customers of modern construction technologies at company, project and operational levels in Australia and North America. Thematic analysis and an analytic hierarchy process illustrate the critical role of both customers and vendors in the diffusion process of modern equipment technologies. Findings A new conceptual model is presented which classifies modern equipment technology customers into four categories: visionaries (group I); innovators (group II); pragmatists (group III); and conservatives (group IV) based on the way in which they interact with vendors in the innovation diffusion process. The results also reveal that there is a significant emotional/affective aspect of innovation diffusion decisions which has not been recognised in previous research. Originality/value The major contribution of this study is that it analyses the role of both vendors and customers in the equipment technology diffusion process at three different levels (strategic, project and operational) in large corporations and small-to-medium-sized businesses. The findings not only advance construction innovation research beyond traditional linear models of innovation, but also provide new knowledge which enable customers and vendors to interact more effectively in the diffusion of new construction equipment technologies.