The Role of Dynamic Capabilities in Firm-Level Technology Adoption Processes: A Qualitative Investigation

Article Sidebar

PDF
Published: May 1, 2021
DOI: https://doi.org/10.24840/2183-0606_009.001_0004
Issue: Vol. 9 No. 1 (2021)
Keywords:
technology adoption, dynamic capabilities, micro-politics, absorptive capacity, diffusion of innovations, sense and response capabilities, technological opportunism, qualitative

Main Article Content

Kenneth W. Graham
University of Wisconsin - La Crosse
Robert Moore
Mississippi State University

Abstract

Increasingly, marketers rely on advances in technology to maintain competitive parity or gain competitive advantage. Yet, often, the adoption of technology is met with suboptimal results and even outright failure. Qualitative field research based on depth interviews with business managers responsible for technology adoption decisions within their respective firms is used to develop a theoretical framework explaining the technology adoption process within firms, how expectations are formed for the innovation’s performance and factors that can further influence those perceptions. Result suggest a firm’s dynamic capabilities play a central role in informing the firm’s perceptions of a technological innovation’s characteristics that drive the adoption decision. Findings also suggest that a firm’s expectations are influenced by perception of risk, internal micro-political actions, and the opportunity to observe or trial use of the technological innovation.

Article Details

Authors who publish with this journal agree to the following terms:

  1. Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
  2. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
  3. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).
Author Biographies

Kenneth W. Graham, University of Wisconsin - La Crosse

Dr. Kenneth Graham is an Assistant Marketing Professor at University of Wisconsin-La Crosse’s College of Business Administration, specializing in Innovation, B2B Relationships and Brand Strategy. His research has appeared in Industrial Marketing Management, Journal of Research in Interactive Marketing, Marketing Education Review, and he has presented research at several national conferences, including the Academy of Marketing Science and the Society for Marketing Advances.

Robert Moore, Mississippi State University

Dr. Robert Moore is the Hunter Henry Fellow and Professor of Marketing at Mississippi State University. He has published multiple articles in peer reviewed scholarly journals, including Journal of the Academy of Marketing Science, Journal of Business Research, Journal of Advertising, Journal of Services Marketing, Journal of Interactive Marketing, Journal of Social Psychology and Journal of Public Policy & Marketing. He has won numerous awards for his teaching and research.