Technology Adoption and Management Strategies: An Empirical Analysis of Women Enterprises in Food and Beverage Sector

The present study has been undertaken to analyse the technology adoption and management strategies of women enterprises in food and beverage sector in India. Although women entrepreneurship has attracted many researchers, yet technology adoption and management strategies aspect has not been given enough attention. As Food and beverage sector is a growing sector of Indian economy, the present study is an effort to identify and analyse the technology adoption and management strategies of women entrepreneurs in this sector. Design/methodology/approach: The studywas conducted in 5 major districts of Punjab. Punjab is a growing economy of India. A sample of 60 women entrepreneurs was taken. The primary information was gathered with the help of a structured questionnaire.Factor analysis was used to identify technology adoption strategies. The study identified the technology management strategies used by women entrepreneurs in Food and Beverage sector. Finally, structural equation modeling has beenused, to identify which Technology adoption and management strategies influence business performance. Findings:The results indicate that there are five major factors that led to technology adoption in food and beverage sector, viz. organizational culture; external environment; policy factors; market competence and customer satisfaction. Further, there are three major technology management strategies that are followed by companies in food and beverage sector. These are: employee involvement; management initiative; and training and development. Resultsof structural equation modellinghighlight that both technology adoption and technology management strategies influence business performance. 76.3 percent variation in business performance is influenced by technology adoption and technology management strategies. However,technology adoption emerges as a better predictor. Research/practical implications:The results technology adoption emerges as a better predictor of business performance. These results indicate that most women entrepreneurs are investing more funds on technology adoption and adoption may increase the output and business performance. However real gains in business can be made through focusing on technology management which will result not only increase in output, butwill result in real productivity gains. This suggests that there is need to focus on technology management strategies in future. Originality/value: Women entrepreneurs are perceived to be slow adopters of technology, but there were not studies trying to empirically examine this. Thus, a research was needed to examine technology adoption of women entrepreneurs in food and beverage sector. This study is one of initial studies that is examining not only technology adoption, but also is analysing how technology adoption and technology management strategies are influencing business Performance.