A research paper on "The Impact of Homophily on the Effectiveness of Change Agents in Grassroots Innovation Movements" iNCLUDE

Introduction, keywords, Analysis, Innovation in Organizations.................................................................4

Agenda Setting.........................................................................7

Proposed Innovation.................................................................7

Matching...................................................................................7

Decision....................................................................................8

Implementation.........................................................................9

Considerations in Communication Plan Development......................11

Adopter Categories.................................................................12

The Role of Change Agents...................................................13

Diffusion Networks................................................................14

Communication Plan..........................................................................16

The First Step.........................................................................16

Step Two.................................................................................17

Target Audience.....................................................................17

Opinion Leadership................................................................17