Main Article Content
The aim of the study was to explore CEO/owner’s influence in the MSME’s decision about adopting e-commerce. For this, a multiple, exploratory and transectional case study was carried out. The data collected were processed through the thematic analyses technique. The results reveal that the technology adoption process must begin with the understanding and conviction of the manager/owner that electronic commerce is an alternative to provide strategic value to the business and to increase customer satisfaction, since the decision revolves around him/her perception.
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