TECHNOLOGY ADOPTION MODELS: A CRITICAL REVIEW FOR SMES IN ODISHA

The organizations are changing their business models to survive in this competitive global market. They are adopting technology to efficiently and effectively utilize the resources to maximize the profit and give a value to the stakeholders. The modern business models are technology and customer service oriented. To provide a better customer service the organization has to adopt technology. The penetration of travel portals like makemytrip.com, yatra.com, cleartrip.com etc. into the tourism market has created threats for the local travel agencies in Odisha. Not only travel agencies but also other SMEs in Odisha are struggling to survive and trying to adopt technology. Electronic Commerce is a business model using technology to put the business on the internet. It provides a global market and a large customer base throughout the world. Due to low-cost Personal Computer and growing use of the internet, India has shown tremendous growth in electronic commerce. With the middle class of 288 million people, online shopping shows unlimited potential in India. According to Google India report and Boston Consulting Group the travel market in India is projected to grow at 11-11.5 per cent to $48 Billion by 2020 with the biggest contributor, air travel, expected to grow at 15 per cent to $30 billion. Hotels will grow at 13 per cent to $13 billion by 2020 while railways will remain $5 billion. Due to digital initiative by Government of India, the smartphone sales have increased and the uses of digital payments have gone up. In this research, different technology adoption models have been reviewed and summarized that will help the SMEs in Odisha to identify the best suitable model for their business. It will also help the researcher to design a new model for the benefit of SMEs in Odisha. This will help the SMEs to survive in this competitive global market.