Theses and Dissertations

Issuing Body

Mississippi State University


Moore, Robert S.

Committee Member

Moore, Melissa L.

Committee Member

Lueg, Jason E.

Committee Member

Collier, Joel E.

Committee Member

Daspit, Joshua J.

Date of Degree


Document Type

Dissertation - Open Access


Business Administration

Degree Name

Doctor of Philosophy


College of Business


Department of Marketing, Quantitative Analysis and Business Law


Among ongoing concerns for firms is the need to remain relevant and competitive. To address these concerns, firms often turn to technology to meet rapidly changing consumer demands, to provide differentiated offerings and to increase firm efficiency and productivity. Thus, the decision-making process that leads to the adoption of new technology is of great importance to marketers. Grounded in the resource-based view of the firm, this dissertation examines absorptive capacity and technological opportunism as firm dynamic capabilities and their role in delivering successful, firm-level technology adoption decisions. This research also examines the moderating role of internal micro-politics on the technology adoption process. With a qualitative and quantitative approach, this dissertation develops and tests an empirical model of the firm-level adoption decision process and its outcomes. Theoretical and empirical evidence provided by this research offers insights into the firm-level technology adoption process that should be of value to both researchers and practitioners. Analyses show that firm absorptive capacity and technological opportunism are instrumental in shaping the firm’s perceptions of a transformational technology, which in turn positively influences overall satisfaction with the adopted technology. In contrast to theoretical support, results also show that the positive relationship between a firm’s dynamic capabilities and its perceptions of a technology’s characteristics is negatively influenced by the presence of micro-political strategies used to garner internal buy-in and support for the technology adoption decision. These findings indicate marketers of technology should utilize this knowledge to guide client firms through the technology adoption process based on evaluations of the client firm’s level of dynamic capabilities and micro-political environment. Further, managers seeking to enhance product or service offerings through technology adoption should seek to develop their dynamic capabilities that inform adoption decisions. Additionally, managers should carefully manage stakeholder relationships to minimize any negative influence micro-political strategies may have on the decision-making process. Study limitations and areas of future research are also discussed.