Chapter 1 – Elements of Diffusion
- Getting a new idea adopted, even when it has obvious advantages is difficult. Therefore, a common problem for individuals and organizations is how to speed up the rate of diffusion of an innovation. Diffusion is a process in which an innovation is communicated through certain channels over time among the members of a social system. A degree of uncertainty is involved and the process can be planned or spontaneous. It results in one kind of social change and leads to certain consequences.
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