Diffusion of Innovations

by: Everett M. Rogers

in: Management & Leadership

Summary:

The book explores how, why, and at what rate new ideas and technology spread through cultures, examining the patterns of adoption and the factors that influence individuals and groups to embrace new innovations. It introduces key concepts such as the innovation-decision process, adopter categories, and the role of change agents in facilitating the diffusion process.

Key points:

1. Innovation Diffusion Process: This is how an innovation spreads through communication channels over time within a social group. It includes learning about the innovation, forming an opinion, deciding to adopt or reject, using it, and confirming the decision.

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