Use of Entrepreneurial Marketing in Fostering Resellers’ Adoption of Smart Micro-Grid Technology
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This thesis investigates how entrepreneurial marketing (EM) can foster suppliers' adoption of smart micro-grid (SMG) technology. Previous studies have emphasized the technical aspects of this new area of power systems industry. However, there is a need to understand the market adoption, especially that of resellers who act as intermediaries between suppliers and end-customers. An online survey based on the technology acceptance model (TAM) and EM literature was used to gather data from 99 resellers. The data were analyzed using the partial least squares method to validate a model of the relationships between resellers’ antecedents and intention to adopt SMG technology, and the role of suppliers' EM for the adoption. The results suggest that TAM can only partially be applied to the reseller context. Moreover, suppliers need to demonstrate EM, particularly entrepreneurial orientation, to increase resellers’ performance expectancy and to decrease effort expectancy to foster the diffusion of novel SMG technology.
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Copyright © 2015 the author(s). Theses may be used for non-commercial research, educational, or related academic purposes only. Such uses include personal study, research, scholarship, and teaching. Theses may only be shared by linking to Carleton University Institutional Repository and no part may be used without proper attribution to the author. No part may be used for commercial purposes directly or indirectly via a for-profit platform; no adaptation or derivative works are permitted without consent from the copyright owner.
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- 2015
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kavandi-useofentrepreneurialmarketinginfosteringresellers.pdf | 2023-05-04 | Public | Download | |
kavandi-useofentrepreneurialmarketinginfosteringresellers-supplemental.zip | 2023-05-04 | Public | Download |