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 This sequence of adoption expresses itself differently in B2C
versus B2B markets. This has huge implications for marketing
and entrepreneurship as each group has a different psychology

and willingness to experiment with new ideas (see Diffusion
Models).

A Note on "Tipping Points"

As acceptance of an idea progresses, it may encounter a 'tipping point'.
A tipping point occurs when acceptance of an idea reaches a critical

mass and a shift occurs that makes (say) acceptance of the new idea
inevitable. Such a tipping point in business may also be linked to the
economic collapse of the old model; example, it is said that when 60%
of the population had a refrigerator the economics of delivering ice

collapsed.

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