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The lack of innovation diffusion in organizations is a problem, Therefore this book give me the basis to understand the process and the tools to achieve diffusion properly in my organization. The primary elements of Rogers' diffusion of innovation theory are described, with a special emphasis on how the theory applies within and across organizations.
It is easily understandable and even interesting as a casual read. The book I purchased was in amazing shape for a used book. As far as the content, I think everyone who is in management or marketing should read this book.
Very readable and very useful. I read this a couple of years ago now and it's one of a small number of business books that I refer back to quite frequently. It is strong on theory and equally strong on case studies given in detail to illustrate a broad range of points.
The 1962 1st Edition might make you blanche. I currently own the 4th Edition, and it's as applicable today as before the web "changed everything".A must read for any entrepreneur, marketer, public relations wonk, advertiser or designer. Spot-on.Crystal clear.Essential reading.The Diffusion of Innovations remains the standard of marketing books. Don't.Like The Entrepreneur's Manual: Business Start-Ups, Spin-Offs, and Innovative Management, this book is timeless. Mark Alan Effinger[.]. When it comes to grasping how and why individuals engage products and services, look no further.I first read this book in 1986 while launching a company in the bizarre market defined as Music-driven Laser Entertainment. Many thousands of laser display system later, and more than a dozen companies in completely different markets, I can attest that this book either helped us grow, or provided an early warning of the writing on the wall.The understanding of WHO in the marketplace drives adoption, and WHY people migrate and accept a new innovation is critical.
It's written by a person with genuine intellectual depth and based on decades of work, and is completely "unfaddish". Rogers wrote the book on DoI. How many "business books" can you say that for. I can bet that if you read it a second time five years down the line, you won't think you're wasting time. It's academic and accessible, and also written from an overall perspective. I specially liked the exhaustive literature review - it's like a study of the diffusion of diffusion studies.
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