A review of the Diffusion of Innovation (DOI) literature is carried out. This review is later applied to the uptake of the Internet amongst stock brokers in Australia. A framework is proposed where organizational uptake of the Internet and Internet-based trading is embedded in an institutional context encompassing an industry as well as brokerage level of analysis. It is anticipated that the industry’s governing body establishes the overall legal and professional boundaries. Within these boundaries individual stock brokers differentiate themselves through selective adoption of components of the new technology. This is to incorporate the initial setting of industry level protocols and regulations in addition to the semi-autonomous differentiation at the brokerage level. Following the proposed framework, a comparative analysis of traditional and institutional approaches to DOI is carried out.