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In the last edition of the Diffusion of Innovations, Everett Rogers challenged diffusion scholars to move beyond the methods and models of the past, recognize the limitation of prior approaches, and broaden the conceptions of the diffusion of innovations. This book answers that call. It brings together noted diffusion scholars and presents a communication perspective for the study of the diffusion process. Using approaches ranging from mathematical modeling and multidimensional scaling to network analysis and agent-based modeling, chapters critically examine the current theoretical and...