Diffusion of Innovations, 5th Edition

Naslovnica
Simon and Schuster, 16. kol 2003. - Broj stranica: 576
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.
 

Sadržaj

Elements of Diffusion
1
A History of Diffusion Research
39
Contributions and Criticisms of Diffusion Research
102
The Generation of Innovations
136
The InnovationDecision Process
168
Attributes of Innovations and their Rate of Adoption
219
Innovations and Adopter Categories
267
Diffusion Networks
300
Innovation in Organizations
402
Consequences of Innovations
436
Glossary
473
Bibliography
477
Name Index
537
Subject Index
543
About The Author
551
Autorska prava

The Change Agent
365

Ostala izdanja - Prikaži sve

Uobičajeni izrazi i fraze

Popularni odlomci

Stranica xx - An innovation is an idea, practice, or object that is perceived as new by an individual or other unit of adoption.
Stranica 1 - It must be remembered that there is nothing more difficult to plan, more doubtful of success, nor more dangerous to manage than the creation of a new system, for the initiator has the enmity of all who would profit by the preservation of the old institutions and merely lukewarm defenders in those who would gain by the new ones.
Stranica 16 - Complexity — the degree to which an innovation is perceived as difficult to understand and use 4. Trialability — the degree to which an innovation may be experimented with on a limited basis 5. Observability — the degree to which the results of an innovation are visible to others (1983, pp.

O autoru (2003)

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.

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