Diffusion of Innovations, 5th Edition

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Free Press, Aug 16, 2003 - Business & Economics - 576 pages
27 Reviews
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.

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Review: Diffusion of Innovations

User Review  - Rindy Sabrina - Goodreads

This is a required reading for my thesis (actually this is just as a reference if I want to broaden my horizon). And I still cannot enjoy reading textbook. I leave this unfinished as I find this book ... Read full review

Review: Diffusion of Innovations

User Review  - Sorin - Goodreads

Clarified a couple of key steps necessary to go through when marketing a product or innovation. Read full review

Contents

ELEMENTS OF DIFFUSION
1
Controlling Scurvy in the British Navy
7
Summary
35
Copyright

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About the author (2003)

Dr. Everett M. Rogers is Distinguished Professor in the Department of Communication and Journalism at the University of New Mexico (UNM), where he teaches and conducts research on the diffusion of innovations.

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