Resource mobilization and technology adoption by small firms to co-create opportunities in uncertain environments

Abstract

Purpose

Resource mobilization and technology adoption by small firms are mainly studied separately, although considering them together is crucial for understanding how resources are accessed and mobilized to address uncertainty. Moreover, the authors know little about how small firms pursue new opportunities in a constantly changing environment. The purpose of this study is to investigate how small firms adopt technologies to engage different stakeholders and facilitate the access and mobilization of key resources in the opportunity co-creation process.

Design/methodology/approach

This study applied a qualitative case study method and conducted 14 interviews with co-founders or top managers of five small firms in Iran.

Findings

The findings reveal how small firms adopt technologies to access and mobilize social, human, psychological and financial resources in a highly uncertain environment to co-create new opportunities.

Research limitations/implications

First, the study applies a cross-sectional approach. Therefore, it does not capture longitudinal aspects that might impact resource mobilization and technology adoption over time. Second, the selected five case firms represent rather successful firms, each of which adopted different technologies to challenge the established structure of the market. That is, this study did not focus on unsuccessful cases that would enrich the theory further.

Originality/value

This study reveals how small firms adopt new technologies to mobilize resources and co-create opportunities in highly uncertain environments. It reveals that small firms employ technology adoption strategies to utilize operant resources and accelerate operand resource mobilization. Active learning plays a critical role in this process.

Citation

Karami, M., Hossain, M., Ojala, A. and Mehrara, N. (2024), "Resource mobilization and technology adoption by small firms to co-create opportunities in uncertain environments", Journal of Research in Marketing and Entrepreneurship, Vol. 26 No. 4, pp. 642-667. https://doi.org/10.1108/JRME-10-2023-0167