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Diffusion of Innovations, 5th Edition [Paperback]

Everett M. Rogers
4.5 out of 5 stars  See all reviews (62 customer reviews)

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Book Description

August 16, 2003 0743222091 978-0743222099 5th
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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Editorial Reviews

Review

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.

About the Author

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.

Product Details

  • Paperback: 576 pages
  • Publisher: Free Press; 5th edition (August 16, 2003)
  • Language: English
  • ISBN-10: 0743222091
  • ISBN-13: 978-0743222099
  • Product Dimensions: 9.4 x 6.2 x 1.4 inches
  • Shipping Weight: 1.4 pounds (View shipping rates and policies)
  • Average Customer Review: 4.5 out of 5 stars  See all reviews (62 customer reviews)
  • Amazon Best Sellers Rank: #14,736 in Books (See Top 100 in Books)

Customer Reviews

Most Helpful Customer Reviews
95 of 96 people found the following review helpful
5.0 out of 5 stars THE Foundation Work for Driving Change August 19, 2004
Format:Paperback
Virtually every piece of change management literature that I have read since being introduced to Diffusion of Innovation either has its foundation in this book or its thesis can be understood in terms of Everett's framework. Do not let the 1962 date of the first edition (up to fifth edition at this writing), make you question the work's currency. While it is regularly called a classic, it is in no way an antique.

One caveat. Whether you are going to respond to D of I as positively as I did will depend in part on your cognitive style. If you are comfortable reading about abstractions that grew out of research from largely non-business fields of study and are comfortable personally having to make the leap from theory to practical application, you will value this book. If on the other hand you need a clearly defined process for applying the framework and have a hard time generalizing non-business research to your own world, you probably want to look elsewhere. Though Diffusion of Innovation is more abstract and less business focused, I personally find D of I to have more practical value than works such as Daryl Conner's Managing at the Speed of Change or John Kotter's Leading Change, both of which I feel are better at creating a sensitivity to change management concepts and fueling a sense of need for "expert" consulting resources than they do providing tools and knowledge.

I have used Rogers' framework to craft change programs in corporate and consulting environments and can confirm that, if you are willing to make an investment in understanding how its concepts can be applied within your context, D of I is an invaluable resource.

Bottom line: a great framework based on sound research, well written and entertaining, and, if you can make the leap from abstraction to application, eminently practical.
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21 of 21 people found the following review helpful
4.0 out of 5 stars Diffusion of Innovations: A Guide for Entrepreneurs April 18, 2011
Format:Paperback|Verified Purchase
Wow. So human psychology is predictable after all, even when it comes to the way people adopt new products and ideas. It's really, truly amazing how this book not only takes the guesswork out of this process, but bases all of this on science and shows that this process is pretty much the same for any people group in any time and place. Right now I am getting ready to launch a new product and this has helped me so much in understanding what to expect and what I will need to do--not a cookie-cutter set of instructions, mind you, but a set of principles and "generalizations" (as they call them in the book) to work with and keep in mind as I build things.

The problem with this book for entrepreneurs is two-fold in that: 1) the book is written for a large audience that includes everyone from newbies to the "invisible college" that dominates this field of study in universities and the like, and 2) it's written in a semi-academic tone that may be a bit of an intense read for some. For this reason I am offering a little "tour guide" for entrepreneurs that may help them in getting through this book and getting the most out of it, along with summaries of some of the best things that I learned from this book, and some commentary and criticisms as well.

Here we go:

CHAPTER 1: Elements of diffusion.

This is a little intro to the basic anatomy of the diffusion of a product or idea into a culture. The thesis is: "Diffusion is the process by which 1) an INNOVATION 2) is COMMUNICATED through certain CHANNELS 3) over TIME 4) among members of a SOCIAL SYSTEM." (p. 11). It then takes you on a quick tour of all four of those things.
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16 of 20 people found the following review helpful
Format:Paperback|Verified Purchase
This is a standard book that anyone in the social sciences should read. It's a classic. I am very disappointed, however, with the quality of the physical book: the cover is very thin and the pages are on newsprint. I'll bet that after a few years it will deteriorate so that it crumbles. It will probably discolor if left in the sun. For $35 and for such an important book, this is really a shame. The 4th ed. I got from a library is well used but in great condition. This one wouldn't be the same if given the same use. I would like to recommend buying the previous edition but this one seems to bring in quite a few newer examples and recent experimental support for the theories. Caveat emptor.
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5 of 5 people found the following review helpful
5.0 out of 5 stars Review for educational leaders August 8, 2009
Format:Paperback|Verified Purchase
In 1850, a German educator named Friedrich Froebel labored to implement his idea of a child's garden, a place where small children were removed from parental influences, to instill a joy of learning through playful activities. Within two decades, his idea had spread throughout Western Europe and the United States. Within a generation, nearly every child on the planet was attending or had attended some form of school with a funny German sounding name... Kindergarten. Was it just a great idea that hit at the exact right moment in time? Is it possible to recreate a lightening strike or must we wait for nature to take her course? As an agricultural extension agent for several large Midwestern universities, Everett Rogers had a front row seat to one of the most effective organized diffusion efforts in the history of mankind. American agricultural extension offices taught rural farmers about the best available technology and coordinated the efforts of researchers, seed companies and heavy equipment manufacturers. Nearly unanimous adoption of agricultural technology and best practices resulted in American agriculture increasing its productivity by 335% from 1950 to 1970. In his book, Diffusion of Innovations, Rogers examines the science of working to implement new ideas and technologies.

The book is not a how-to guide, but rather an unbiased view of innovations. By examining the unintended consequences of innovations, Rogers cautions leaders to exercise prudence when pushing others to change. Leaders who do not understand the history and culture of the people they are seeking to change, even though well-intended, can instead cause irreparable damage.
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Most Recent Customer Reviews
5.0 out of 5 stars Great price, fast delivery
The definitive book about diffusion theory. Needed it for class and was able to get it at a good price and quickly delivered. Thanks!
Published 22 hours ago by Kim Sims
3.0 out of 5 stars Textbook Reading
Ok, honestly? This was an assigned textbook with 471 readable pages; and I had five weeks to read all 471 pages, take a quiz at the end of each chapter, and read additional... Read more
Published 20 days ago by Brian Weldy
1.0 out of 5 stars So Boring
This text says the same thing over and over and over. The length could be cut by 80%.He gives definitions over and over and over. Not an interesting read at all.
Published 1 month ago by Mkin
5.0 out of 5 stars Are you an innovator?
This book served as the text book for my doctoral program's year long seminar course that focuses on diffusion of innovations. The information is thought provoking and important. Read more
Published 1 month ago by Julie Broski
3.0 out of 5 stars Lot on contents
This book is very vast, I honestly think it could transport the same kind of information with half the words (pages) used :)
Published 2 months ago by Lucky Luke
5.0 out of 5 stars Needed it for class
I needed this book for class but it happened to be a pretty interesting book in its own right. I would never read this for leisure, but this is on my short personal list of books I... Read more
Published 3 months ago by Andrew
5.0 out of 5 stars Great overview
I am a professor at a major California university, and this book substantially improved my approach to scientific research in a related field.
Published 4 months ago by GNP
4.0 out of 5 stars Very good
If you want to get familiar with Rogers' theory, it is original source and very good. It is easy to find elements and five steps of Rogers' diffusion theory you looking for. Read more
Published 6 months ago by Bela
5.0 out of 5 stars 5th edition of Rogers
Industry standard - as good as ever - stay current, add to your library, refresh your practice as needed, GREAT as a Kindle book
Published 7 months ago by Kirk C. Edney
5.0 out of 5 stars The real McCoy of Diffusion research
Forget Malclom Gladwelll book about how stuff spreads. This the real deal book based on decades of research. Rogers arguably is the person who wrote the book on the subject. Read more
Published 7 months ago by Amazon Customer
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