Author: Dr. Sweta Dhand

ISBN: 978-81-69297-01-1

DOI: https://doi.org/10.59646/669

Date of Publication: April 24, 2026

Cite this book: Sweta D, (2026), Technology Adoption and Organizational Agility in Developing Markets, San International Scientific Publications, ISBN: 978-81-69297-01-1, DOI: https://doi.org/10.59646/669

Preface

This part of the volume establishes the theoretical and contextual foundations for understanding technology adoption and organizational agility in developing market economies, with sustained empirical focus on South Asia and Southeast Asia — regions that collectively account for more than three billion people and a rapidly expanding share of global digital economic activity. Chapter One undertakes a systematic critical examination of the structural, institutional, and ecosystemic conditions that shape technology adoption in these contexts, challenging the prevalent leapfrogging narrative and demonstrating that adoption trajectories in emerging economies are constitutively shaped by infrastructure asymmetries, institutional frictions, and the distinctive innovation logics of local entrepreneurial actors. Chapter Two then constructs a rigorous theoretical scaffolding for subsequent empirical inquiry, subjecting five major adoption frameworks — Diffusion of Innovation Theory, the Technology Acceptance Model, the Unified Theory of Acceptance and Use of Technology, the Technology–Organization–Environment framework, and Institutional Theory — to critical contextual re-reading. The chapter culminates in the proposal of an original integrative framework, the Contextual Technology Adoption Model for Developing Markets (C-TAM-DM), which resolves persistent theoretical tensions through a multi-level analytical architecture calibrated to the institutional and cultural specificities of developing market contexts. Together, the two chapters advance a coherent analytical programme that reorients technology adoption scholarship away from universalist models toward contextually grounded, critically informed theoretical and empirical practice.

Keywords: technology adoption, developing markets, digital transformation, SMEs, institutional theory, TAM, UTAUT, TOE, India, Southeast Asia, organizational agility