Singh, Rashmita; Sharma, Garima; Dixit, Abhilasha; … - In: AI, Virtualization, and the Future of Marketing, (pp. 29-70). 2025
This chapter critically examines the digital transformation of Micro, Small, and Medium Enterprises (MSMEs) in India through the lens of foundational technology adoption models such as TOE, TAM, UTAUT, and DOI. It highlights key drivers and inhibitors to digital adoption, assesses the impact of...