Abstract
Although diffusion is a central topic in innovation and entrepreneurship, its measurement remains difficult – particularly in cases where a complete and coherent paper trail around an innovation may not exist. In this paper, we develop four theoretical mechanisms that may bias diffusion markers by leading to the understatement and/or overstatement of diffusion at different points in time. Employing the case of “green chemistry,” we then explore how the use of keywords, database index terms, and practitioner assessments may result in different conclusions about the magnitude and timing of diffusion, organizational demography, journals, geographic patterns and collaboration. Building on these findings, we make a case for the integration of practitioners in construct measurement and for the use of multiple measures in diffusion studies.
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