Barriers that Hinder Technological Adoption in SME Marketing: A Review of Contemporary Literature.

Abstract

Mexican SMEs face a challenge in adopting new technologies to improve their marketing efforts, which are essential to compete in the changing globalized markets in which they operate. This article aims to identify the barriers that prevent companies from harnessing the potential of marketing technologies through a literature review on the subject. It was found that the main barriers are the degree of complexity of technology; the lack of knowledge of employees and entrepreneurs about technology; the absence of technological infrastructure within the company; the lack of support and incentives from the government; fear for the security and privacy of data; and the shortage of resources to finance technological investment.