by Everett Rogers
What is the process by which new technologies get adopted? The same processes that cause technology to spread are the same that cause many diseases and belief systems to spread– namely interpersonal communications. Rogers explains how all social change requires to voluntary cooperation of members of society.
The diffusion process creates product lifecycle behavior. Product lifecycle behavior is frequently modeled in management simulation because it is a basic force that drives business. The diffusion process described by Rogers is used in the PDA Sim simulation.
Everett Rogers builds on Frank Bass’ diffusion model and uses several intriguing examples of how ideas spread through a population. Inc. Magazine named this book one of the twenty-five most important books on business ever written.
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