Management Revue (MREV) is published by IMR Press from Volume 36 Issue 1 (2025). Previous articles were published by another publisher under the CC-BY licence, and they are hosted by IMR Press on imrpress.com as a courtesy and upon agreement.
A Grounded Theory Approach to Technology Adoption in SMEs: An Analysis of Handicraft Companies in Morocco
Sara Dassouli 1, Harit Satt 1,*
, Virginia Bodolica 2, Mohamed M’hamdi 3
, Virginia Bodolica 2, Mohamed M’hamdi 3Affiliations
Article Info
1 Al Akhawayn University in Ifrane, School of Business Administration, Morocco
2 American University of Sharjah, School of Business Administration, The Said T. Khoury Chair of Leadership Studies, Sharjah, United Arab Emirates
3 University Sidi Mohammed Ben Abdellah, Faculté des Sciences Juridiques, Économiques, et Sociales Fes, Morocco
*Author to whom correspondence should be addressed.
Abstract
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 m