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Diffusion of Innovations (Paperback)

by Everett M. Rogers (Author)
4.6 out of 5 stars  See all reviews (5 customer reviews)
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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.
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13 of 13 people found the following review helpful:
4.0 out of 5 stars Latest and updated, 10 Jan 2004
First published way back in 1962, this fifth edition of the classic study of the social, technological and political influences on the mechanisms by which innovation are shared and penetrate markets includes a wealth of new insights. Alongside many of the original studies of the diffusion of such developments as pesticide use in Iowa, treatments for scurvy in the British Navy, the hypodermic needle, the concept of the kindergarten and the use of snowmobiles is a host of revealing cases based on more recent developments: From mobile phone adoption in Finland, global internet usage and electric cars through to the oral re-hydration therapy campaign in Egypt, the publishing success of ‘Divine Secrets of the Ya-Ya Sisterhood’, and the adoption of Hate Crime laws in the US, multiple new examples are used to reflect on and reinforce many of the original concepts: The role of change agents and opinion leaders, adoption theory, virtual networks, critical mass and the transfer of knowledge are all reappraised to give a new lease of life to this authoritative text.
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10 of 10 people found the following review helpful:
5.0 out of 5 stars The definitive text on the subject, 3 Jan 2001
By A Customer
This review is from: Diffusion of Innovation (Paperback)
This updated edition of the best work on the diffusion of ideas and innovations is essential reading for a range of disciplines from sociology through technology transfer to MBA students. It is lucid, uses examples well and has as little jargon as is consistent with the complexity of the ideas being expressed. Five stars.
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9 of 10 people found the following review helpful:
5.0 out of 5 stars Packed With Knowledge!, 6 May 2004
By Rolf Dobelli "getAbstract.com" (Switzerland) - See all my reviews
(TOP 50 REVIEWER)    (REAL NAME)   
Why would a villager draw polluted drinking water from a canal where a dead donkey floats instead of using a nearby tap to get clean drinking water? Why did it take hundreds of years for the British Navy to give sailors oranges and lemons when tests had proven that citrus fruit cured the scurvy that killed sailors and left vessels under-manned? Why do eminently sensible things not happen? If you’ve ever wondered, this book will give you the answers. It’s a thick, heavy, academic tome, but spiced with abundant anecdotes and observations that make it an easy, enjoyable read. This is the rare book that combines solid intellectual content with thought-provoking entertainment. We highly recommend this classic from 1962 to all audiences, but especially those whose business it is to understand and use the social mechanisms through which innovations must diffuse.
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Most Recent Customer Reviews

4.0 out of 5 stars my bible
Some of you that talk about innovations in organizations should read this book. I know it because i've been reading so many other things and i've concluded that i really need to... Read more
Published 22 days ago by Pedro Rito

5.0 out of 5 stars Very comprehensive , must for marketeers
The book is a comprehensive cover of the word of mouth communications medium. Well worth reading.
Published on 17 Feb 1999

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