Diffusion of Innovations, 5th Edition

"Now in its fifth edition, Diffusion of Innovations is a classic work on the spread of new ideas. It has sold 30,000 copies in each edition and will continue to reach a huge academic audience. 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."

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Title of ebook: Diffusion of Innovations, 5th Edition
ISBN: 9780743258234
parent-ISBN: 9780743222099
Publisher: Free Press
Pages: 576
Published: 08-2003
Released online for download: 08-05-2003
Author of eBook: Rogers, Everett M.

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Diffusion of Innovations

Fifth Edition

Excerpt

Chapter 1

ELEMENTS OF DIFFUSION

There is nothing more difficult to plan, more doubtful of success, nor more dangerous to manage than the creation of a new order of things....Whenever his enemies have the ability to attack the innovator, they do so with the passion of partisans, while the others defend him sluggishly, so that the innovator and his party alike are vulnerable.
Niccolò Machiavelli, The Prince (1513)

Getting a new idea adopted, even when it has obvious advantages, is difficult. Many innovations require a lengthy period of many years from the time when they become available to the time when they are widely adopted. Therefore, a common problem for many individuals and organizations is how to speed up the rate of diffusion of an innovation. The following case illustration provides insight into some common difficulties facing diffusion campaigns.

Water Boiling in a Peruvian Village:
Diffusion That Failed
The public health service in Peru attempts to introduce innovations to villager ... read full excerpt from: Diffusion of Innovations, 5th Edition ebook

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