Penn State

Chung Yee Ada Leung - Associate Professor of Marketing, Penn State Berks

Book Title: Diffusion of Innovations

Author: Everett M. Rogers

Book Description:

This is one of the first books I read while I was in graduate school. It opened my eyes to how to conceptualize and pursue a research problem. Innovations can be conceptualized broadly and can range from products, ideas, and knowledge to practices. The phenomenon can be examined in various contexts, including consumers, organizations, countries, and network groups. Lastly, the diffusion processes can be analyzed in multiple ways, from ethnography, network analysis, and surveys to panel data. I had so much fun reading this book that I decided to pursue the research of innovation diffusion in my career.

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