A Framework for Spread
In 2000, the authors along with colleagues began testing approaches to spread through projects in health care and other industries such as chemical, landscape maintenance, and building products. Figure 9.1 presents the “framework for spread” that evolved. The framework is based on Everett Rogers’s definition of diffusion (“a process by which new ideas are communicated over time through a social system”) and draws from the literature (including social learning theory, social marketing and the theory of self-change) and our experience in spread projects.
FIGURE 9.1. A FRAMEWORK FOR SPREAD.
The framework identifies some ...
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