SOCIAL ASPECTS OF CONTROLLING LIFE CYCLE OF INNOVATIONS
(THROUGH THE EXAMPLE OF CELLULAR SERVICE IN PRC) 

Hoo Bo, Postgraduate student, Moscow State University named after M. V. Lomonosov, siup@pnzgu.ru
Barkov Sergey Alexandrovich, Doctor of sociological sciences, associate professor, sub-department of sociology in organization and management, Moscow State University named after M. V. Lomonosov, siup@pnzgu.ru

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Using the development of the cellular communications in China authors distinguish three different stages in the social perception of innovation. On the first stage the social status of innovation could be figuratively described as a “plaything of a millionaire”. On the second stage the innovation is percept as a generator of competitive advantages for organizations as well as for the whole state. On the third stage the mass use of the innovation takes place and the latter becomes as natural as the air around us.

innovations, cellular communications, social perception, life cycle of innovation, competitive advantage, management, work degradation.