Patterns Of Diffusion In Rural Brazil

Now in its fifth edition, Diffusion of Innovations is a classic work on the spread of new ideas. In this renowned book, Everett M. Rogers, professor and chair of the Department of Communication & Journalism at the University of New Mexico, explains how new ideas spread via communication channels over time. Such innovations are initially perceived as uncertain and even risky. To overcome this uncertainty, most people seek out others like themselves who have already adopted the new idea. Thus the diffusion process consists of a few individuals who first adopt an innovation, then spread the word among their circle of acquaintances—a process which typically takes months or years. But there are exceptions: use of the Internet in the 1990s, for example, may have spread more rapidly than any other innovation in the history of humankind. Furthermore, the Internet is changing the very nature of diffusion by decreasing the importance of physical distance between people. The fifth edition addresses the spread of the Internet, and how it has transformed the way human beings communicate and adopt new ideas.

Thomas D. Rogers's history of a modernizing Brazil tracks what happened when a key government program,created in the 1970s by the nation's military regime, aspired to harness energy produced by sugarcane agriculture to power the country's economy. The National Alcohol Program, known as Proalcool, was a deliberate economic strategy designed to incentivize ethanol production and reduce gasoline consumption. As Brazil's capacity grew and as international oil shocks continued, the regime's planners doubled down on Proalcool. Drawing financing from international lenders and curiosity from other oil-dependent countries, for a time it was the world's largest oil-substitution and renewable-energy program. Chronicling how Proalcool experimented with and exemplified the consolidation of government, agribusiness, large planters, agricultural and chemical research companies, and oil producers, this book expands into a rich investigation of the arc of Brazil's Green Revolution. The ethanol boom epitomized the vector of that arc, but Rogers keeps wider development imperatives in view. He dramatizes the choices and trade-offs that ultimately resulted in a losing energy strategy, for Proalcool ended up creating a large contingent of impoverished workers, serious environmental degradation, and persistent hunger. The full consequences of the Green Revolution–fueled consolidation continue to take a toll today.

In today's de-layered, knowledge-intensive organizations, most work of importance is heavily reliant on informal networks of employees within organizations. However, most organizations do not know how to effectively analyze this informal structure in ways that can have a positive impact on organizational performance. Networks in the Knowledge Economy is a collection of readings on the application of social network analysis to managerial concerns. Social network analysis (SNA), a set of analytic tools that can be used to map networks of relationships, allows one to conduct very powerful assessments of information sharing within a network with relatively little effort. This approach makes the invisible web of relationships between people visible, helping managers make informed decisions for improving both their own and their group's performance. Networks in the Knowledge Economy is specifically concerned with networks inside of organizations and addresses three critical areas in the study of social networks: Social Networks as Important Individual and Organizational Assets, Social Network Implications for Knowledge Creation and Sharing, and Managerial Implications of Social Networks in Organizations. Professionals and students alike will find this book especially valuable, as it provides readings on the application of social network analysis that reflect managerial concerns.