ABSTRACT
The adoption of digital technology was studied in terms of factors influencing the firm, either externally, such as competitive pressure and network influence, or internally, such as technological competences and human capital. A similar approach was applied to small and medium-sized enterprises in the agri-food sector, and among the factors considered to influence the firm in the adoption process, there was evidence of top management’s support. Extant literature investigating top managers’ intention to adopt digital technologies has been focusing on variables such as education, age, gender, etc. The strong belief of the High Technology Integration (HTI) firms’ managers in technology as a mean to innovate and improve their business is the first feature that could explain the difference between the HTI and Low Technology Integration enterprises. The managers of HTI enterprises usually vaunt higher exposure to important information about digital technology.
