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Impacts of Technology Adoption by Small Independent Food Retailers

2018; Wiley; Volume: 57; Issue: 4 Linguagem: Inglês

10.1111/jsbm.12413

0047-2778

Vasco Eiriz, Natália Barbosa, Vítor Ferreira,

Digital Marketing and Social Media

This paper aims to understand the impacts of technology adoption on small independent food retailers in Portugal. Based on primary data, perceptions of the impacts were related to types of technology and retailer-specific characteristics. Although technologies for managing customer relationships are the most frequently adopted, there is no empirical evidence that they yield strong perceived impacts on firms' performance. The complexity and novelty of such technologies seems to require time for firms and workers to become proficient in their use, and hence to generate perceived impacts on firms' performance.