ROLE OF TOP MANAGEMENT ADVOCACY IN SME’S BUSINESS SUSTAINABILITY: A MEDIATION THROUGH TECHNOLOGY OPPORTUNISM

Abstract

This study examines the role of top management advocacy of new technology and technology opportunism in advancing business sustainability (i.e. Environmental, economic and social). It also investigates the mediation effect of technology opportunism between top management advocacy and business sustainability. A survey based on emails and physical visits to the SME sector of Pakistan, to collect the data from the key informants and the owners of the SMEs. Random sampling technique is used to collect the data and for the analysis, we use Smart PLS version 3. The results demonstrated the strong impact of top management advocacy of new technology on business sustainability. The findings confirmed the significant and positive impact technology opportunism on business sustainability and it also shows a fully mediation between top management advocacy and business sustainability. The findings suggest several practical implications for managers in the SME sector.