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

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Kenneth W. Graham
Robert Moore


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.

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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.