- Hardcover: 448 pages
- Publisher: Imperial College Press (29 Sep 2010)
- Language English
- ISBN-10: 1848163541
- ISBN-13: 978-1848163546
- Product Dimensions: 22.9 x 15.5 x 3 cm
- Amazon Bestsellers Rank: 1,952,572 in Books (See Top 100 in Books)
- See Complete Table of Contents
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Product Description
Product Description
Diffusion, or the widespread adoption of innovations, is a critical yet under-researched topic. There is a wide gap between development and successful adoption of an innovation. Therefore, a better understanding of why and how an innovation is adopted can help develop realistic management and business plans. Most books on this topic use a single-discipline approach to explain the diffusion of innovations. This book adopts a multi-disciplinary and managerial process approach to understanding and promoting the adoption of innovations, based on the latest research and practice. It will be of interest to graduates and researchers in marketing, product development and innovation courses.
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