Diffusion of Innovation
This book was first published in 1962, but still proves its relevance. Updated in 2003, it explains a theory on how innovations are accepted in societies. How fast innovations are adopted depends on the innovation, communication channels, the time, and the social system.
A must read, and great clarification is the example from the watersector provided already in the first chapter of his book (p 1 to 5): how is the practice of boiling water accepted in Los Molinos, Peru?
The book contains great and clear examples. For those who want to have a direct insight in the core-ideas of the book can also read this book review.