Date of Conferral

2-7-2025

Degree

Doctor of Business Administration (D.B.A.)

School

Business Administration

Advisor

Matthew Knight

Abstract

Small- and medium-sized enterprises (SMEs) in the food and beverage industry play a vital role in local economies but face significant challenges in adopting technology to remain competitive. Without effective growth and sustainability strategies, SME leaders may face business closures that will lead to job losses, economic instability, and lost innovation opportunities. Grounded in the technology acceptance and diffusion of innovations models, the purpose of this qualitative pragmatic inquiry was to explore effective strategies used by food and beverage SME owners in California to integrate new technologies. Participants included six SME owners who had operated their businesses for over five years and successfully implemented technology to address market demands. Data were collected through semistructured interviews and analysis of public records, which were analyzed using Braun and Clarke’s thematic analysis. Three major themes emerged: strategic technology adoption and competitive advantage, potential return on investment in new technologies adoption, and workforce transformation and readiness. A key recommendation is for SME leaders to prioritize workforce training and digital literacy initiatives to empower employees to optimize technology while leveraging government incentives to reduce financial barriers. The implications for positive social change include the potential for SME leaders to use effective technology implementation strategies to boost employment, increase government revenues, and improve living conditions in local communities.

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