Everett Rogers
The emphasis of Everett Rogers’ work is on diffusion. Diffusion is the process in which an innovation is communicated through certain channels over time among the members of a social system. There are four strategies for reaching critical mass. They are the following: 1. Target highly respected people for initial adoption, 2. Communicate the inevitability of adoption and the impending occurrence of critical mass. 3. Introduce the innovation to groups who are more innovative. 4. Provide incentives for early adoption.
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