Merchandising/Marketing/Retailing: Management
Authors: Uma Swamy (usswamy@uncg.edu) , Nancy Nelson Hodges (The University of North Carolina at Greensboro)
This study was conducted to understand the gaps in technology adoption from the perspective of small retail businesses (SRBs) and small technology providers (STPs). Technology provides competitive advantage to small businesses, but not all SRBs can convert this opportunity into reality. To explore the challenges involved in technology adoption, a qualitative study using in-depth interview was conducted. Using the Fuller’s Recursive Learning Model framework, the thematic interpretation of interview data revealed that many SRBs are not able to specify their technology needs clearly, and even if they do so, STPs may not be able to accommodate those needs due lack of resources, high costs, and scalability. Findings highlight the importance of matching firm needs with provider solutions and providing SRBs with access to resources to support their requirements. Future studies on collaborations between SRBs, STPs, and resources such as university research centers and entrepreneurship hubs are required.
Keywords: Fuller's Recursive Learning Model, Technology Providers, Small Retail Businesses, Technology Adoption
How to Cite: Swamy, U. & Hodges, N. N. (2022) “Mind the Gaps: Technology Adoption and the Small Retail Business”, International Textile and Apparel Association Annual Conference Proceedings. 79(1). doi: https://doi.org/10.31274/itaa.15945
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