摘要：The process of technological diffusion is very relevant topic in the subject of innovation studies. The process of technological diffusion is the communication of an innovation through certain channels over a given interval of time among members of a social system and is conditioned by cultural, social and economic barriers. The study of the diffusion process is important because innovation is an important driver of economic development of countries and the welfare of its people and promotes a better understanding of the innovation process. The aim of this study was to identify which elements influence the diffusion process of technology of structural bricks in João Pessoa. The structural brick is a particular brick resting on special technical development of the structural masonry, which consists in the use of the walls as the main support structure of buildings where the horizontal and vertical loads are transferred to the foundation, thereby reducing the use of armed concrete structures. The research, characterized as multi case study presents qualitative and exploratory approach. Data were collected through semi-structured interviews. The results showed that the elements that has influenced the diffusion process, based on the model proposed by Hall, influenced the adoption of the brick structure. Although there are no specific policies to encourage the diffusion of structural brick, this is influenced by Minha Casa, Minha Vida housing program.
