As contemporary enterprises in different industries increasingly seek to improve thetransparency and efficiency within supply chains, compute and extend corporate boundaries,create competitive advantages in all spheres of operations,it becomes a significantundertaking for firms to assimilate RFID technologies.But after many years of hyping thetechnology,however,it becomes increasingly evident that the actual adoption of RFID lagsbehind the optimistic expectations of the early years.To fully realize the business value of RFID, the diffusion of technology innovation by countries stands out as an important researchtopic.This study focuses on two world biggest countries USA and Russia in a process ofinnovation assimilation.Drawing upon theoretical perspectives on the process and contexts ofinnovation diffusion,I develop an integrative model to examine the influence of ninecontextual factors on three stages of RFID assimilation.To test this model I gather empiricalinsights from 107 American and 126 Russian companies.The empirical results identifiedsignificant factors shaping the assimilation,and revealed their differential effects acrossdifferent stages in different countries,which is explained through Cultural DimensionsTheory.