Diffusion of Innovations, 5th Edition

Description

In an age of ever-increasing technological innovation, this renowned volume - which has sold more than 30,000 copies in each edition - is more important than ever. DIFFUSION OF INNOVATIONS lucidly explains how inventions are almost always perceived as uncertain or even risky. To overcome this, most people seek out others like themselves who have already adopted the new idea. The diffusion process, then, is most often shaped by a few individuals who spread the word amongst their circle of acquaintances, a process that typically takes months or years. But there are exceptions: use of the Internet in the 1990s, for instance, may have spread more rapidly than any other innovation in human history - and it continues to influence the very nature of diffusion by decreasing the significance of physical distance between people. As thought-provoking as it is instructive, this fully updated, widely acclaimed work of scholarship is itself a great idea that continues to spread.

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.

Choice The name of Everett Rogers...is virtually synonymous with the study of the diffusion of innovations....His coverage is comprehensive, ranging from the elements of diffusion and the history of diffusion research to generators of innovation, change agents, and the consequences of innovations. Among the many features that make this an exemplary interdisciplinary effort are Rogers's clear, literate style and his ability to stay in touch with social realities. He sets a high standard for social theorists. Technology and Culture A classic work....Full of interesting insights, solid examples, and good common sense. Journal of Communication Incorporates important advances...presented in the usual clear, didactic, and often light-spirited style of the author, who also offers choice examples of his wide cross-cultural experiences. The result is a highly readable and discussion-provoking text. Engineering Management Society Holds several important lessons for anyone planning the introduction of new ideas in a firm....Introduces the latest and probably some of the best thinking in that area.