Diffusion of Innovations, 5th Edition

內容簡介
Now in its fifth edition, Diffusion of Innovations is a classic work on the spread of new ideas. It has sold 30,000 copies in each edition and will continue to reach a huge academic audience.

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.

媒體推薦

Engineering Management Society Holds 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. -- Review
作者簡介

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. He also holds courtesy appointments in the UNM Center on Alcoholism and Substance Abuse Addictions, where he conducts research on preventing drunk driving, and in the UNM Center for Prevention Research, where he conducts research on the sustainability of public health innovations. Rogers also is currently involved in research projects on bridging the digital divide in New Mexico and on how Indian audiences give meaning to health content in Hollywood soap operas such as The Bold and the Beautiful. Currently in his forty-fifth year of university teaching, Rogers has taught at Ohio State University, Michigan State University, the University of Michigan, Stanford University, and the University of Southern California, and at the National University of Colombia (Bogotá), the University of Paris, the University of Bayreuth (Germany), and Nanyang Technological University (Singapore).

The four previous editions of Diffusion of Innovations have received various awards. In 1990, the Institute for Scientific Information designated Diffusion of Innovations as a "Citation Classic" on the basis of the large number of citations (approximately 7,000) that it received in articles published in social science journals. This book was selected by Inc. magazine in 1996 as one of the ten classic books in business and in 2000 was designated as a "Significant Journalism and Communication Book of the Twentieth Century" by Journalism and Mass Communication Quarterly. It was also awarded the first Fellows Book Award in the Field of Communication by the International Communication Association's fellows in 2000.

目錄

Contents

Preface

CHAPTER 1. ELEMENTS OF DIFFUSION

CHAPTER 2. A HISTORY OF DIFFUSION RESEARCH

CHAPTER 3. CONTRIBUTIONS AND CRITICISMS OF DIFFUSION RESEARCH

CHAPTER 4. THE GENERATION OF INNOVATIONS

CHAPTER 5. THE INNOVATION-DECISION PROCESS

CHAPTER 6. ATTRIBUTES OF INNOVATIONS AND THEIR RATE OF ADOPTION

CHAPTER 7. INNOVATIVENESS AND ADOPTER CATEGORIES

CHAPTER 8. DIFFUSION NETWORKS

CHAPTER 9. THE CHANGE AGENT

CHAPTER 10. INNOVATION IN ORGANIZATIONS

CHAPTER 11. CONSEQUENCES OF INNOVATIONS

Glossary

Bibliography

Name Index

Subject Index

文摘

Chapter 1

ELEMENTS OF DIFFUSION

There is nothing more difficult to plan, more doubtful of success, nor more dangerous to manage than the creation of a new order of things....Whenever his enemies have the ability to attack the innovator, they do so with the passion of partisans, while the others defend him sluggishly, so that the innovator and his party alike are vulnerable.

Niccolò Machiavelli, The Prince (1513)

Getting a new idea adopted, even when it has obvious advantages, is difficult. Many innovations require a lengthy period of many years from the time when they become available to the time when they are widely adopted. Therefore, a common problem for many individuals and organizations is how to speed up the rate of diffusion of an innovation. The following case illustration provides insight into some common difficulties facing diffusion campaigns.

基本信息
齣版社: Free Press; Original (2003年8月5日)
平裝: 576頁
語種： 英語
ISBN: 0743222091
條形碼: 9780743222099
商品尺寸: 15.5 x 3.8 x 23.5 cm
商品重量: 630 g
ASIN: 0743222091