A Grounded Theory Approach to Technology Adoption in SMEs: An Analysis of Handicraft Companies in Morocco.

Purpose - Technology is considered a tool of competency enhancement and a source of innovation and competitive advantage for small and medium-sized enterprises (SMEs). Although many studies examined the drivers and barriers of technology adoption in SMEs, little is known about handicraft companies (HCs) operating in emerging market settings. This paper aims to analyse and better understand HCs' attitudes and behaviours towards technology implementation. Design/Methodology/Approach - We conducted an in-depth qualitative analysis to uncover the idiosyncratic experiences related to new technology adoption in HCs located in Morocco. We drew on the underlying principles of grounded theory approach because it allows for new realities and novel interpretations of complex phenomena to emerge directly from the field. Findings - We developed a grounded theory of technology adoption in HCs operating in emerging market settings. This resulted in the identification of a comprehensive process that managers rely on before deciding on a new technology, which is composed of three stages: (1) need recognition, (2) technology approval, and (3) adoption decision. We have also uncovered the intervening conditions that play a crucial role in technology-related decision-making at each stage. Practical Implications - Our study could help managers to gain an in-depth understanding of the intricacies associated with technology adoption in HCs and to be better equipped when attempting to implement new technologies in their own entrepreneurial firms. Originality/Value - This research goes beyond the mere identification of obstacles and motives of technology adoption by advancing a well-defined framework for usage in the understudied handicraft sector in emerging market settings. [ABSTRACT FROM AUTHOR]