In the dynamic landscape of Zimbabwean business, the reluctance of firms to fully embrace digitalization for their marketing functions is multifaceted. This article explores, in brief, ten adoption theories to shed light on this skepticism. This collection of theories provides an abridged twenty-minute insight on why most firms in the developing world tend to adopt a laggard approach when considering the adoption of information technology in their marketing functions.
Holds a first degree in Marketing from the ZOU, a Masters in Marketing from GZU and is currently pursuing a PhD in Marketing at the Catholic University of Zimbabwe and an MBL at LSU
