A behavioural study of risk and technology for entrepreneurial firms: TAAT model
by Sunayana Jain; Karan Sabharwal
International Journal of Business Innovation and Research (IJBIR), Vol. 24, No. 4, 2021

Abstract: The purpose of this paper is to analyse the behaviour of the different types of entrepreneurial firms existing in the Indian market. The usage of technology and level of risk are the important dimensions which differentiate entrepreneurial firms from traditional business. Specifically, the paper explores the various categories in which the firms can fall based on the degree of the use of technology and the degree of risk the firm is ready to undertake. The paper devised a theoretical model to depict the strategies that different types of entrepreneurial firms adopt to enhance their market share and challenges faced by them. Based on the different types of firms taken as sample, we found that firms fall in one of the four categories given by the TAAT model. The dimensions of the model are devised on the basis of the level of technology that they deploy and the ability to take risk in their respective businesses. This is the study of the techno-entrepreneurial firms in India, which are bringing major changes in the emerging market and contributing to the economic growth of the country.

Online publication date: Thu, 08-Apr-2021

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