References (18)

1. M. Gladwell, “The Tipping Point: How Little Things Can Make a Big Difference” (Boston: Little, Brown, 2000); and J. Berger, “Contagious: Why Things Catch On” (New York: Simon & Schuster, 2013).

2. M. Granovetter, “The Strength of Weak Ties,” American Journal of Sociology 78, no. 6 (May 1973): 1,360-1,380.

3. J.L. Toole, M. Cha, and M.C. González, “Modeling the Adoption of Innovations in the Presence of Geographic and Media Influences,” PLoS ONE 7, no. 1 (Jan. 19, 2012).

4. D. Centola and M. Macy, “Complex Contagions and the Weakness of Long Ties,” American Journal of Sociology 113, no. 3 (November 2007): 702-734.

5. D. Centola, “The Spread of Behavior in an Online Social Network Experiment,” Science (Sept. 3, 2010): 1,194-1,997.

6. Granovetter, “The Strength of Weak Ties.”

7. Ibid.

8. Gladwell, “The Tipping Point.”

9. D. Centola, “The Social Origins of Networks and Diffusion,” American Journal of Sociology 120, no. 5 (March 2015): 1,295-1,338.

10. M.T. Hansen, “The Search-Transfer Problem: The Role of Weak Ties in Sharing Knowledge Across Organization Subunits,” Administrative Science Quarterly 44, no. 1 (March 1999): 82-111; and D. Centola and A. Baronchelli, “The Spontaneous Emergence of Conventions: An Experimental Study of Cultural Evolution,” Proceedings of the National Academy of Sciences 112, no. 7 (Feb. 2, 2015): 1,989-1,994.

11. J. Ugander, L. Backstrom, C. Marlow, and J. Kleinberg, “Structural Diversity in Social Contagion,” Proceedings of the National Academy of Sciences 109, no. 16 (April 17, 2012): 5,962-5,966; and M. Karsai, G. Iñiguez, R. Kikas, K. Kaski, and J. Kertész, “Local Cascades Induced Global Contagion: How Heterogeneous Thresholds, Exogenous Effects, and Unconcerned Behaviour Govern Online Adoption Spreading,” Scientific Reports 6, no. 27178 (June 7, 2016).

12. R.S. Burt, “Structural Holes: The Social Structure of Competition” (Cambridge: Harvard University Press, 1992).

13. S.E. Page, “The Difference: How the Power of Diversity Creates Better Groups, Firms, Schools, and Societies” (Princeton, N.J.: Princeton University Press, 2007); and Hansen, “The Search-Transfer Problem.”

14. J.F. Padgett and C.K. Ansell, “Robust Action and the Rise of the Medici, 1400-1434,” American Journal of Sociology 98, no. 6 (May 1993): 1,259-1,319.

15. G. Simmel, “Sociology of Georg Simmel,” ed. K.H. Wolff (New York: Free Press, 1950); and D. Krackhardt, “The Ties That Torture: Simmelian Tie Analysis in Organizations,” Research in the Sociology of Organizations 16, no. 1 (January 1999): 183-210.

16. Hansen, “The Search-Transfer Problem”; and D.G. Ancona and D. Caldwell, “Bridging the Boundary: External Activity and Performance in Organizational Teams,” Administrative Science Quarterly 37, no. 4 (December 1992): 634-665.

17.M. de Vaan, B. Vedres, and D. Stark, “Game Changer: The Topology of Creativity,” American Journal of Sociology 120, no. 4 (January 2015): 1,144-1,194; and R. Reagans and B. McEvily, “Network Structure and Knowledge Transfer: The Effects of Cohesion and Range,” Administrative Science Quarterly 48, no. 2 (June 2003): 240-267.

18.G. Davis and H. Greve, “Corporate Elite Networks and Governance Changes in the 1980s,” American Journal of Sociology 103, no. 1 (July 1997): 1-37.