Diffusion of Innovations, 5th Edition
By:
Everett M. Rogers Everett Rogers
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Average Customer Rating: 4.5 out of 5
Description:
In an age of ever-increasing technological innovation, this renowned volume - which has sold more than 30,000 copies in each edition - is more important than ever. DIFFUSION OF INNOVATIONS lucidly explains how inventions are almost always perceived as uncertain or even risky. To overcome this, most people seek out others like themselves who have already adopted the new idea. The diffusion process, then, is most often shaped by a few individuals who spread the word amongst their circle of acquaintances, a process that typically takes months or years. But there are exceptions: use of the Internet in the 1990s, for instance, may have spread more rapidly than any other innovation in human history - and it continues to influence the very nature of diffusion by decreasing the significance of physical distance between people. As thought-provoking as it is instructive, this fully updated, widely acclaimed work of scholarship is itself a great idea that continues to spread.
Publisher: Free Press
Customer Review: 5 out of 5
Diffusion of innovation - Book arrived in the time and condition as stated on the initial rating...very pleased with service..book is a classic on this topic.plf
Customer Review: 4 out of 5
A classic - This gets a high rating because it's a pretty classic book, and so far, I have yet to see the ideas covered in other books. Adoption theory is a surprisingly useful tool for understanding your customers and adoption cycles, and based on my personal experiences, I believe it is an accurate reflection of real-world phenomena. However, that said, I believe the book is long-winded, and can be frustrating because it seems to be targeted towards different audiences: a textbook for students of adoption theory, a message to diffusion researchers, and a primer for businesses, nonprofits and individuals interested in adoption theory. As I was reading as an interested individual, I found many parts of the book not relevant, constantly clicking "next page" on my Kindle. This applied particularly to the entire chapter dedicated to weaknesses in diffusion research. If I were to rewrite this for designers and product people, I might consider what all these insights mean for our designing and how one would apply them to the way we market and design products.
Customer Review: 4 out of 5
Seminal book on change management - Everett M Rogers, Diffusion of Innovations (New York: Free Press, 2003 [1962]).
The diffusion of innovation is a conceptual framework in sociology for understanding innovation and change management. Rogers has collected findings from diffusion research and explains the innovation-diffusion process, the motivation of dissonance, characteristics of adopters, opinion leadership, consultation and the pace of change. Diffusion is about communicating a new idea and persuading people to adopt and implement it. Innovativeness as the degree to which a person or group is relatively early in adopting new ideas. Rogers identifies five types of innovativeness among people: (1) venturesome innovators, who are obsessed with being more venturesome than other members of society; (2) respectable early adopters, to whom others look for advice about an innovation; (3) deliberate early majority, bigger on deliberation and slower to follow; (4) skeptical late majority, who eventually adopt; and (5) traditional laggards who value tradition over all and slowly or never adopt innovations (pp.279-285). Rogers' categories are helpful for identifying appropriate organisational change processes. (From my "The Shaping of Things Now: Mission and Innovation in Emerging Churches in Melbourne", DTheol thesis, MCD, 2009, pp.26-30)
Originally reviewed for D Cronshaw "The Emerging Church: Pioneering Leadership and Innovation Reading Guide", Zadok Paper (Forthcoming 2010).
Customer Review: 5 out of 5
Diffusion of Innovations - A classic text which is still relevant. Provides a good starting point for understanding how innovations are taken-up and the factors influencing how well they are accepted.
Customer Review: 5 out of 5
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. A must read for any leader.
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