Diffusion of Innovations / Edition 5

Diffusion of Innovations / Edition 5

4.0 9
by Everett M. Rogers
     
 

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ISBN-10: 0743222091

ISBN-13: 9780743222099

Pub. Date: 08/05/2003

Publisher: Free Press

Now in its fifth edition, Diffusion of Innovations is a classic work on the spread of new ideas.

In this renowned book, Everett M. Rogers, professor and chair of the Department of Communication & Journalism at the University of New Mexico, explains how new ideas spread via communication channels over time. Such innovations are initially perceived as

Overview

Now in its fifth edition, Diffusion of Innovations is a classic work on the spread of new ideas.

In this renowned book, Everett M. Rogers, professor and chair of the Department of Communication & Journalism at the University of New Mexico, explains how new ideas spread via communication channels over time. Such innovations are initially perceived as uncertain and even risky. To overcome this uncertainty, most people seek out others like themselves who have already adopted the new idea. Thus the diffusion process consists of a few individuals who first adopt an innovation, then spread the word among their circle of acquaintances—a process which typically takes months or years. But there are exceptions: use of the Internet in the 1990s, for example, may have spread more rapidly than any other innovation in the history of humankind. Furthermore, the Internet is changing the very nature of diffusion by decreasing the importance of physical distance between people. The fifth edition addresses the spread of the Internet, and how it has transformed the way human beings communicate and adopt new ideas.

Product Details

ISBN-13:
9780743222099
Publisher:
Free Press
Publication date:
08/05/2003
Edition description:
5th Edition
Pages:
576
Sales rank:
146,679
Product dimensions:
6.20(w) x 9.00(h) x 1.40(d)

Related Subjects

Table of Contents

Contents

Preface

CHAPTER 1. ELEMENTS OF DIFFUSION

CHAPTER 2. A HISTORY OF DIFFUSION RESEARCH

CHAPTER 3. CONTRIBUTIONS AND CRITICISMS OF DIFFUSION RESEARCH

CHAPTER 4. THE GENERATION OF INNOVATIONS

CHAPTER 5. THE INNOVATION-DECISION PROCESS

CHAPTER 6. ATTRIBUTES OF INNOVATIONS AND THEIR RATE OF ADOPTION

CHAPTER 7. INNOVATIVENESS AND ADOPTER CATEGORIES

CHAPTER 8. DIFFUSION NETWORKS

CHAPTER 9. THE CHANGE AGENT

CHAPTER 10. INNOVATION IN ORGANIZATIONS

CHAPTER 11. CONSEQUENCES OF INNOVATIONS

Glossary

Bibliography

Name Index

Subject Index

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Diffusion of Innovations 4 out of 5 based on 0 ratings. 8 reviews.
StefanyCA More than 1 year ago
Excellent book, easy to read and informative. Communicating new information, technology, or process can be taxing in any department, organization, or industry. Rogers' theory of diffusion of innovation is truly a universal process for bringing about social change anywhere. His concepts of how to reach critical mass and wipe out uncertainty may be basic but the way he presented them made him exceptional.This book is full of tips on change management, motivating people, speaking to people no matter what level they are at, with a language they like to hear. It is a must read for anyone in a leadership position.
adj35 More than 1 year ago
Although I dropped my class, I enjoyed this book. It was a good read.
Anonymous More than 1 year ago
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ResearchGuy More than 1 year ago
This is a definitive reference on Diffusion Theory, focusing on defining and clarifying concepts of diffusion. This is a classic reference still a mainstay for understanding market concepts of diffusion of ideas and change. This will be helpful from a cross-communication point of view. The concepts presented here will apply to any arena involving the development and dissemination of new ideas, as well as products or methods. Rogers surveys the history of Diffusion Theory and provides a summary of the current concept's principles. The book seems to serve mainly as a comprehensive introduction to the discipline. Rogers presents a detailed theory, with excellent and numerous examples of Diffusion, illustrating the various principles presented. In this regard, this resource is definitive and useful, and will continue to serve as a valuable authority. Rogers focuses on the dynamics of Diffusion as a process. There is not much here on synthesis and trends. The principles developed by Rogers here, however, will enable even a newcomer to Communication or Marketing to better understand the factors involved in analyzing target audiences and developing communication and marketing approaches appropriate to the situation. This should be a shelf reference for anyone involved in crossing cultural or economic boundaries, as well as introducing new ideas or facilitating cultural change, whether economic or otherwise.
Anonymous More than 1 year ago
Guest More than 1 year ago
Excellent compendium of the knowledge how innovation is becoming diffused in its environment. A must read for anyone who is interested in innovation diffusion.