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Diffusion of Innovations, Fourth Edition (Paperback)

~ (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...)

4.6 out of 5 stars See all reviews (38 customer reviews)

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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 an alternate 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: 4.6 out of 5 stars See all reviews (38 customer reviews)

Amazon.com Sales Rank: #54,704 in Books (See Bestsellers in Books)

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Inside This Book (learn more)

First Sentence:
Getting a new idea adopted, even when it has obvious advantages, is often very difficult. Read the first page

Key Phrases - Statistically Improbable Phrases (SIPs): (learn more)
change agent contact, past diffusion research, change agent aides, interconnected doctors, decentralized diffusion systems, vessels fallacy, family planning innovations, diffusion scholars, diffusion research traditions, agricultural extension model, cosmopolite channels, past diffusion studies, rural sociology tradition, diffusion publications, hybrid corn study, patterned communication flows, more cosmopolite, innovativeness studies, diffusion researchers, miracle rice varieties, preventive innovation, adopter distribution, innovativeness scores, educational diffusion, innovation into use

Key Phrases - Capitalized Phrases (CAPs): (learn more)
United States, Third World, Los Angeles, Diamond Lane, Latin America, Yir Yoront, Los Molinas, Fals Borda, Columbia University, New York, American Airlines, Santa Monica Freeway, Xerox Corporation, Freedom Summer, Van de Ven, Jero Gde, Skolt Lapps, University of California, Gabriel Tarde, Patient Zero, Apple Computer, Iowa State University, Plains Indians, Southern California, World War

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Citations (learn more)

100 books cite this book:

Business Agility and Information Technology Diffusion: IFIP TC8 WG 8.6 International Working Conference, May 8-11, 2005, Atlanta, Georgia, USA (IFIP Advances ... in Information and Communication Technology) by Richard Baskerville on 7 pages
The Acceptance of Human Resource Innovation: Lessons for Management by Ellen Ernst Kossek on 4 pages
Real Options, Revised Edition: A Practitioner's Guide by Tom Copeland on 4 pages
Advanced Topics in Information Resources Management Series, Vol. 1 by Mehdi Khosrowpour on page 89, page 160, and page 182
Organizational Change and Redesign: Ideas and Insights for Improving Performance by George P. Huber on page 272, and page 293

See all 100 books citing this book

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4.6 out of 5 stars (38 customer reviews)

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Most Helpful Customer Reviews

37 of 37 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.

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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.

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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.

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Most Recent Customer Reviews

5.0 out of 5 stars Diffusion of Innovations
Excellent book on the implementation of change. Many case studies across many industries. It has been written and updated over the last 50 years. Excellent material. Read more

Published 16 days ago by Robin L. Smith

4.0 out of 5 stars So far so good.
I just received this and have already started reading as it will be for a fall Doctorate class. I look forward to seeing the class material that goes along with it. Read more

Published 2 months ago by Sue Elvins

5.0 out of 5 stars Review for educational leaders
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... Read more

Published 2 months ago by J. Andrews

5.0 out of 5 stars A great book for all organizations
The primary elements of Rogers' diffusion of innovation theory are described, with a special emphasis on how the theory applies within and across organizations. Read more

Published 5 months ago by Miguel Angel Cosme Grajeda

5.0 out of 5 stars Very Pleased
The book I purchased was in amazing shape for a used book! As far as the content, I think everyone who is in management or marketing should read this book. Read more

Published 6 months ago by S. Kelly

5.0 out of 5 stars A book you'll keep going back to
I read this a couple of years ago now and it's one of a small number of business books that I refer back to quite frequently. Read more

Published 7 months ago by Rob Pyne

5.0 out of 5 stars Still THE Marketing Book of Choice - Market Adoption Rules for Everyone
Spot-on.
Crystal clear.
Essential reading.

The Diffusion of Innovations remains the standard of marketing books. Read more

Published 9 months ago by Mark Alan Effinger

5.0 out of 5 stars Encyclopaedic work, "The Book" (disappointing print quality)
Rogers wrote the book on DoI. It's academic and accessible, and also written from an overall perspective. Read more

Published 9 months ago by Ashish Kumar

5.0 out of 5 stars Wide implementations
This book has wide immplimentations and its content can be used in several fields. I used this book to help write my thesis (btw I'm an Agricultural Economics student). Read more

Published 11 months ago by J. Oliver

5.0 out of 5 stars Very good book
This is a very good book for those who are trying to understand how innovations can be adopted and how they affect our lifes.

Published 19 months ago by Sergio A. Hernandez

› See all 38 customer reviews...

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