Innovation diffusion: Application of agent-based modelling and simulation in a case company in Sultanate of Oman

Agent-Based Modelling and Simulation (ABMS) has increasingly been applied in diffusion of innovation research. The ABMS method is successfully implemented to different domains in business networks to study the diffusion of their innovation activities. This research therefore applies such ABMS method to a case company at Muscat, Oman with the objective to study the diffusion of its innovation activities to the public. The case company is a famous real-estate company in Oman, where it successfully diffused its innovative project to the public by using ABMS method. The results from the ABMS method were analyzed by using a common used platform like MATLAB - MathWorks software. This is an ongoing research and this paper presents the initial results from the model. Since the acquirement of data took too long for this specific project, the incorporation of real world data and validation and adaption of the model are tasks for further research.