Since the first edition of this landmark book was published in 1962, Everett Rogers's name has become "virtually synonymous with the study of diffusion of innovations," according to Choice. The second and third editions of Diffusion of Innovations became the standard textbook and reference on diffusion studies. Now, in the fourth edition, Rogers presents the culmination of more than thirty years of research that will set a new standard for analysis and inquiry.

The fourth edition is (1) a revision of the theoretical framework and the research evidence supporting this model of diffusion, and (2) a new intellectual venture, in that new concepts and new theoretical viewpoints are introduced. This edition differs from its predecessors in that it takes a much more critical stance in its review and synthesis of 5,000 diffusion publications. During the past thirty years or so, diffusion research has grown to be widely recognized, applied and admired, but it has also been subjected to both constructive and destructive criticism. This criticism is due in large part to the stereotyped and limited ways in which many diffusion scholars have defined the scope and method of their field of study. Rogers analyzes the limitations of previous diffusion studies, showing, for example, that the convergence model, by which participants create and share information to reach a mutual understanding, more accurately describes diffusion in most cases than the linear model.

Rogers provides an entirely new set of case examples, from the Balinese Water Temple to Nintendo videogames, that beautifully illustrate his expansive research, as well as a completely revised bibliography covering all relevant diffusion scholarship in the past decade. Most important, he discusses recent research and current topics, including social marketing, forecasting the rate of adoption, technology transfer, and more. This all-inclusive work will be essential reading for scholars and students in the fields of communications, marketing, geography, economic development, political science, sociology, and other related fields for generations to come.

Creativity, new ideas, innovation — in any age they are keys to success, but in today's whirlwind economy they are essential for survival itself. Yet, as Robert Sutton explains, the standard rules of business behavior and management are precisely the opposite of what it takes to build an innovative company. We are told to hire people who will fit in; to train them extensively; and to work to instill a corporate culture in every employee. In fact, in order to foster creativity, we should hire misfits, goad them to fight, and pay them to defy convention and undermine the prevailing culture. Weird Ideas That Workcodifies these and other proven counterintuitive ideas to help you turn your workplace from staid and safe to wild and woolly — and creative.

Stanford professor Robert Sutton is an authority on innovation and a popular speaker. In Weird Ideas That Workhe draws on extensive research in behavioral psychology to explain how innovation can be fostered in hiring, managing, and motivating people; building teams; making decisions; and interacting with outsiders. Business practices like "hire people who make you uncomfortable,""reward success and failure, but punish inaction," and "decide to do something that will probably fail, and then convince yourself and everyone else that success is certain" strike many managers as strange or even downright wrong. Yet Weird Ideas That Workshows how some of the best teams and companies use these and other counterintuitive practices to crank out new ideas, and it demonstrates that every company can reap sales and profits from such creativity.

Weird Ideas That Workis filled with examples of each of Sutton's 11 1/2 practices, drawn from hi- and low-tech industries, manufacturing and services, information and products. More than just a set of bizarre suggestions, it represents a breakthrough in management thinking: Sutton shows that the practices we need to sustain performance are in constant tension with those that foster new ideas. The trick is to choose the right balance between conventional and "weird" — and now, thanks to Robert Sutton's work, we have the tools we need to do so.

The forces that shape America's most powerful consumer agency
Because of the importance of what it regulates, the FDA comes under tremendous political, industry, and consumer pressure. But the pressure goes far beyond the ordinary lobbying of Washington trade groups. Its mandate-one quarter of the national economy-brings the FDA into the middle of some of the most important and contentious issues of modern society. From "designer" babies and abortion to the price of prescription drugs and the role of government itself, Inside the FDA takes readers on an intriguing journey into the world of today's most powerful consumer agency.
In a time when companies continue to accuse the FDA of nitpicking and needlessly delaying needed new drugs, and consumers are convinced that the agency bends to industry pressure by rushing unsafe drugs to market, Inside the FDA digs deep to reveal the truth. Through scores of interviews and real-world stories, Hawthorne also shows how and why the agency makes some of its most controversial decisions as well as how its recent reaction to certain issues-including the revolutionary cancer drug Erbitux, stem cell research, and bioengineering of food-may jeopardize its ability to keep up with future scientific developments.
Inside the FDA takes a closer look at the practices, people, and politics of this crucial watchdog in light of the competing pressures and trends of modern society, revealing what the FDA is supposed to do, what it actually does-and fails to do-who it influences, and how it could better fulfill its mandate. The decisions that the FDA makes are literally life and death. Inside the FDA provides a sophisticated account of how this vitally important agency struggles to balance bureaucracy and politics with its overriding mission to promote the country's health.
Fran Hawthorne (New York, NY) is a senior contributing editor of Institutional Investor and has connections deep within the business and finance communities. Hawthorne has been covering healthcare and business for more than twenty years for such publications as Fortune, BusinessWeek, and Crain's New York Business. She is the author of The Merck Druggernaut (cloth: 0-471-22878-8; paper: 0-471-67906-2).

This book is a tool for the theoretical and numerical investigation of nonlinear dynamical systems modelled by means of ordinary differential and difference equations. Special attention is given to the analysis and understanding of chaotic dynamics. The work is divided into two parts: a book, comprising a theoretical overview of the subject matter and a number of applications; and an integrated software program (called DMC) together with its manual.

Although the emphasis is laid on dynamical systems arising from economic motivation, and the applications are derived from these systems, both the text and the program will also be of use to researchers in other fields of study. While it is not intended to be a textbook in mathematics, the mathematical language is of a precision comparable to that used in analogous books for applied scientists. The book first discusses the fundamental concepts and methods of chaos theory, and then applies these theoretical results and the facilities provided by the companion software program to models suggested by economic problems.

The software program accompanying this book is available on disk in DOS and Macintosh formats. These can ba ordered using the order form contained in the book.

When Lucent Technologies was spun off from AT&T in 1996, the new company was full of promise. An old-line manufacturer, it quickly became a sizzling hot stock thanks to the emergence of the Internet and the build-up of telecommunications. The stock market was soaring, and Lucent flew with it. Within a few short years it became the sixth-largest corporation in America and the most widely held stock in the country. Yet only months later, Lucent was gasping for life, victim of the greatest stock-market bubble in history.

Optical Illusionsis the story of a financially sound company steeped in world-class talent, dominant in one of the fastest-growing industries, that in the space of two years found itself downgraded to a junk-bond credit rating, under investigation by the SEC for its accounting practices, the value of its stock reduced to the price of a cup of coffee. Lisa Endlich tells the fascinating tale of the company that epitomized the misfortunes of the telecom industry, leaving investors and employees shocked and confused.

In writing this book Endlich had access to more than a hundred people who played a role in the drama, as well as previously sealed courtroom documents. She explains how the conflicting styles of CEOs Henry Schacht and Rich McGinn contributed to Lucent's woes, and she shows how the loss of skilled executives such as Carly Fiorina hurt the company at a crucial moment. When it was all over, Schacht — Lucent's first CEO, who was later brought back to right the listing ship — acknowledged that Lucent had allowed itself to be swept up in the market mania, distorting its corporate values in the process.

Although the stock-market mania of the late 1990s is remembered as "the Internet craze" or "the dot-com madness," as Optical Illusionsshows, the damage was more widespread and lasting. In fighting for its survival, Lucent laid off more than 70 percent of its employees, wrecking retirees' savings and investors' portfolios alike.

Certain products, like the VCR and the microprocessor, are far more valuable as the center of a network of ancillary items than they ever could become on their own. Platform Leadership, by Annabelle Gawer and Michael A. Cusumano, examines how a handful of firms has maximized this position—or are attempting to do so—and proposes a framework that other businesses can use to establish similar game plans. Combining original research with analysis that draws upon their experiences as professors specializing in high-tech strategy, Gawer and Cusumano focus on Intel, Microsoft, Cisco, Palm, NTT DoCoMo, and supporters of the Linux operating system to show how to establish and expand this vital hub positioning. Their four-pronged approach concentrates on scope (what firms produce on their own and encourage others to produce), technology (how much detail about product architecture and design they should disclose to outsiders), alliances (how collaborative or competitive their relationships with those outsiders should be), and organization (what structures best balance subsequent external and internal conflicts). The examples selected illustrate varying methods for walking the fine line required to achieve "platform leadership" and will provide food for thought along with practical guidance for others interested in attaining similar status. —Howard Rothman

This new annual series, sponsored by the National Bureau of Economic Research, will provide a forum for research on the interactions between public policy and the innovation process. Discussions will cover all types of policy that affect the ability of an economy to achieve scientific and technological progress or that affect the impact of science and technology on economic growth.

iContakes a look at the most astounding figure in a business era noted for its mavericks, oddballs, and iconoclasts. Drawing on a wide range of sources, Jeffrey Young and William Simon provide new perspectives on the legendary creation of Apple, detail Jobs’s meteoric rise, and the devastating plunge that left him not only out of Apple, but out of the computer-making business entirely. This unflinching and completely unauthorized portrait reveals both sides of Jobs’s role in the remarkable rise of the Pixar animation studio, also re-creates the acrimony between Jobs and Disney’s Michael Eisner, and examines Jobs’s dramatic his rise from the ashes with his recapture of Apple. The authors examine the takeover and Jobs’s reinvention of the company with the popular iMac and his transformation of the industry with the revolutionary iPod. iConis must reading for anyone who wants to understand how the modern digital age has been formed, shaped, and refined by the most influential figure of the age–a master of three industries: movies, music, and computers.

Building Biotechnology helps readers start and manage biotechnology companies and understand the business of biotechnology. This acclaimed book describes the convergence of scientific, political, regulatory, and commercial factors that define the scope of biotechnology. In addition to its popularity among business professionals and scientists seeking to apply their skills to biotechnology, Building Biotechnology has also been adopted as a course text in more than fifteen advanced biotechnology programs including MBA programs at UC Irvine, Tepper, and Schulich; the Johns Hopkins biotechnology MS/MBA program; and extension programs at Berkeley and UC San Francisco. This second edition significantly expands upon the foundation laid by the first, updating case law and business models in this dynamic industry and adding significantly more case studies, informative figures and tables.

Many science students find themselves in the midst of graduate school or sitting at a lab bench, and realize that they hate lab work! Even worse is realizing that they may love science, but science (at least academic science) is not providing many job opportunities these days. What's a poor researcher to do !?

This book gives first-hand descriptions of the evolution of a band of hardy scientists out of the lab and into just about every career you can imagine. Researchers from every branch of science found their way into finance, public relations, consulting, business development, journalism, and more - and thrived there! Each author tells their personal story, including descriptions of their career path, a typical day, where to find information on their job, opportunities to career growth, and more. This is a must-read for every science major, and everyone who is looking for a way to break out of their career rut.

* An insider's look at the wide range of job opportunities for scientists yearning to leave the lab

* First-person stories from researchers who successfully made the leap from science into finance, journalism, law, public policy, and more.

* Tips on how to track down and get that job in a new industry

* Typical day scenarios for each career track

* List of resources (websites, associations, etc.) to help you in your search

* Completely revised, this latest edition includes six entirely new chapters

The rapid pace of technological change brings with it an active debate about appropriate economic policies regarding research, innovation, and the commercialization of new technology. This annual series, sponsored by the National Bureau of Economic Research, provides a forum to bring the work of leading academic researchers to an audience of policymakers and those interested in the interaction between public policy and innovation.

From medicine and defense to food and cosmetics, biotechnological breakthroughs are creating huge new global market opportunities as well as unprecedented challenges. Companies from mega-pharmaceuticals to infotech giants and biotech start-ups must radically rethink their business models. In the first book on the business of biotechnology, Françoise Simon and Philip Kotler combine their biotechnology and marketing ex-pertise to show managers how to innovate with bionetworks, win customers with biobrands, and create sustainable advantage worldwide.

Simon and Kotler explain in clear nontechnical prose how innovation in the new biosector will be driven by a web of cross-industry collaborations, and in particular by three transforming forces: information technology, consumerism, and systems biology. With timely industry cases, the authors demonstrate that by capitalizing on these forces, companies from Hitachi and Siemens to Amgen and Pfizer could become the biotech leaders of the coming decades.

The chapters on building and sustaining biobrands are the centerpiece of this indispensable book. Simon and Kotler present a powerful framework that will enable any manager to redefine and transform traditional models into a new branding paradigm: the global "targeted" model as an alternative to the global "mass market" model. The authors illustrate how each of these models has proven successful in launching such blockbuster drugs as Viagra, Lipitor, Rituxan, and Gleevec.

Relevant to all industries impacted by biotechnology from consumer goods to industrial products, Building Global Biobrands is essential reading for every manager, marketer, analyst, and consultant who must understand the Biotech Century.