Diffusion of Innovations, Fourth Edition (Paperback)

by Everett M. Rogers (Author) "Getting a new idea adopted, even when it has obvious advantages, is often very difficult..." (more)
Key Phrases: change agent contact, past diffusion research, change agent aides, United States, Third World, Los Angeles (more...)

Editorial Reviews

Review
Technovation Will remain a classic on innovation for the next decade. -- Review

Review
ChoiceThe 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 CultureA classic work....Full of interesting insights, solid examples, and good common sense.

Journal of CommunicationIncorporates 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 SocietyHolds 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. --This text refers to the Paperback edition.

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Product Details

• Paperback: 518 pages
• Publisher: Free Press; 4 edition (February 1, 1995)
• Language: English
• ISBN-10: 0029266718
• ISBN-13: 978-0029266717
• Product Dimensions: 9 x 6.2 x 1.3 inches
• Shipping Weight: 1.6 pounds
• Average Customer Review: 4.5 out of 5 stars See all reviews (35 customer reviews)
• Amazon.com Sales Rank: #452,248 in Books (See Bestsellers in Books)

Customer Reviews

Most Helpful Customer Reviews

35 of 35 people found the following review helpful:

5.0 out of 5 stars THE Foundation Work for Driving Change, August 19, 2004

By	T. Gorham (KC Metro USA) - See all my reviews (REAL NAME)

This review is from: Diffusion of Innovations, 5th Edition (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.

40 of 45 people found the following review helpful:

5.0 out of 5 stars One of the BEST "business" books ever written - INC mag, August 7, 1999

By	Randy Burge (Santa Fe, New Mexico USA) - See all my reviews (REAL NAME)

Dr. Rogers is a brilliant sage whose lifelong quest for understanding how and why people adopt or deny innovation began, he tells me, on his family's farm in Iowa as a boy. At a young age he observed that some farmers were quick to adopt the latest innovations while many others were slower or even resistant to change. He also noticed that adoption didn't always equal success, nor did the refusal to change. So whether your gig is plowshares or computers or languages or healthcare or just about anything, you will find this book fascinating and illuminating. The book takes an "innovation" tour around the globe and through history with poignant examples of how new ways are diffused into societies. INC. magazine recently named this book as one of the 25 most important books written for understanding commerce. Ev is truly one of the wise men of today.

23 of 26 people found the following review helpful:

5.0 out of 5 stars Packed With Knowledge!, May 5, 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.