Diffusion of Innovations, 5th Edition by Everett M. Rogers

Book Review : Diffusion of Innovations, 5th Edition

By Everett M. Rogers

  • Publication Date: 2003-08-16
  • Genre: Marketing & Sales

Book Review

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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User Reviews

  • Interesting book - horrible quality

    1
    By SuperUser007
    This book was not created electronically. They must have used an OCR software to convert the book. The result is many typos and especially many words thar are broken into two words (for example "con strains" Instead of "constrains". Further, all the tables and images are extremely low quality - practically unreadable. I would expect more from an author and publication that publish a book about innovation. To paraphrase on the book, they are not even laggers - those that adopt technology at the end of the S curve - they purely have not adopted the technology. This type of conversion also exemplifies the obstacles to adoption of interesting ideas...

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