Knowledge diffusion within a large conservation organization and beyond

PloS One
Jonathan R B FisherAndrea I Salcedo

Abstract

The spread and uptake of new ideas (diffusion of innovations) is critical for organizations to adapt over time, but there is little evidence of how this happens within organizations and to their broader community. To address this, we analyzed how individuals accessed information about a recent science innovation at a large, international, biodiversity conservation non-profit-The Nature Conservancy-and then traced the flow of how this information was shared within the organization and externally, drawing on an exceptionally data-rich environment. We used surveys and tracking of individual internet activity to understand mechanisms for early-stage diffusion (knowledge seeking and sharing) following the integration of social science and evidence principles into the institutional planning framework: Conservation by Design (CbD 2.0). Communications sent to all employees effectively catalyzed 56.4% to exhibit knowledge seeking behavior, measured by individual downloads from and visits to a restricted-access site. Individuals who self-reported through a survey that they shared information about CbD 2.0 internally were more likely to have both received and sought out information about the framework. Such individuals tended to hold posi...Continue Reading

References

Dec 15, 2004·The Milbank Quarterly·Trisha GreenhalghOlivia Kyriakidou
Dec 17, 2009·Proceedings of the National Academy of Sciences of the United States of America·Sinan AralArun Sundararajan
Jul 1, 2013·AJS; American Journal of Sociology·Kenneth A FrankAnna S Mueller

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