Increased productivity and competitiveness of companies have been repeatedly associated with the suitable use of technologies in the various departments of an organization. There is a number of concurrent factors in the diffusion and later implementation of technologies which are related to business owners, the surrounding social system, and the manner in which incorporation processes are approached. Research developed employing a combined model, theoretically based on Rogers’ technology diffusion concepts, and oriented towards establishing success factors in technological implementation which are inherent to company leaders and favor improvement of productivity of wood processing companies in Cali provides public and private actors who are interested in leading scheduled proposals for business development with an additional vision for setting strategies, programs, and projects for these kinds of organizations. The findings of the surveys conducted among 21 companies provide a review of the descriptors of technology diffusion and emphasize that specific innovation and the social system in which innovation is diffused are of utmost importance for business owners