They then become aware of ways to infuse technology and they share with other teachers. Next, the principal sees the change and tells other administrators. Then the superintendent comes to meet with the group of teachers doing the book study . Take for example a K-12 school setting. The ability to be an effective communicator is extremely important.
Communication is the they key in implementing change.
In a school it takes leaders, those who are willing to 'stick their heads out' in order for the change to occur. At this level, there are several groups of people who need to be convinced that the change will be a positve one. The cases are all well stated. In addition, as far as specific classroom diffusion, I feel that it is important to address that the process of applying the tools of technology is the importance of the diffusion of technology rather than the materials that are used. The materials used need to be determined as a result of defining what will best meet the needs of the learner and how to accomplish the task.