Innovation plays an important role in determining competitiveness. This paper offers a case study designed to elucidate the factors influencing the dissemination of innovation within architecture firms. Rogers' theories describing the dissemination of innovation were used as the theoretical basis of this study. Because the goal of the research was to understand and interpret the whole process of innovation, a qualitative research method was selected. Additionally, a semi-structured interview technique was used and data were evaluated by a content analysis method. In this paper, the research process is described, some of the data collected is presented and findings are evaluated.