05/10/2021
By Patricia Morena
Webinars focusing on entrepreneurship and innovation education
Thursday, May 20
9 a.m. EDT (6:30 p.m. IST, 2 p.m. GMT)
Register online. ration: https://register.gotowebinar.com/register/9193930828817491728
Topic: Essays on Disruptive Technology Adoption
Presenter: Michael Obal, Associate Professor of Marketing, Entrepreneurship, and Innovation, UMass Lowell
This presentation will discuss relevant literature on the emergence of disruptive technologies and covers three essays on their adoption amongst businesses. The first essay examines the influence of pre-adoption buyer-supplier trust on adoption intent and highlights how incumbents can survive when new technologies disrupt an industry. Essay two focuses on the antecedents of a quality adoption decision of a disruptive technology, highlighting the fact that adopting the most cutting-edge technology may not always be the right decision. The third essay looks at the influence of employee motives, especially sales force members, on the acceptance and integration of a disruptive technology into the business.
Presenter: Michael Obal is an Associate Professor of Marketing, Entrepreneurship, and Innovation at the Manning School of Business at the University of Massachusetts Lowell. He holds a Ph.D. from Temple University. Michael's research focuses on innovation, business-to-business, marketing strategy, and digital marketing. In the classroom, Michael teaches Marketing Analytics, New Product and Service Management, and Customers & Markets