Navigating Technology Adoption in Micro-businesses: Unveiling the Dynamics of Top-Down and Bottom-Up Management Strategies

Parkinson, Mandy; Mulhaney, Ann; Ahmed, Faran

Abstract

Micro-businesses (MBs) and SMEs play a pivotal role in the EU economy, employing over 87 million people. However, research on the adoption of digital technology in micro-businesses is limited and fragmented The terms micro-business, small business and SMEs are often used interchangeably but MBs face unique challenges compared to larger SMEs. In the UK, MBs constitute 95% of all businesses, with 84% in the Northwest region. Unfortunately, the existing literature focusses more on SMEs, thereby overlooking their specific needs and concerns of this sub-sector. The failure to effectively implement and leverage digital technologies in MBs is partly attributed to management limitations. These limitations hinder MBs from recognising technology as strategic assets, leading to ad hoc and poorly formulated implementations. Furthermore, previous studies underline that MBs have not fully capitalised on digital technologies due to the incapability, inability, or unwillingness of the business owner. The attitude of the business owner is frequently cited has having direct influence on the success or failure of digital adoption. The business owners influence of success or failure will be tested with a number of hypotheses within the paper.

Keywords: Micro-business, digital technology, management, technology
adoption

• Presentation Conference Type: Conference Paper (published)
• Conference Name: Research and Innovation Forum
• Start Date: Apr 10, 2024
• End Date: Apr 12, 2024
• Acceptance Date: May 9, 2024
• Deposit Date: Apr 23, 2025
• Peer Reviewed: Peer Reviewed
• Series ISSN: 2213-8684
• Book Title: Research and Innovation Forum 2024
• Keywords: Micro-business, digital technology, management, technology adoption