Affiliation:
1. Knowledge Hub Institute, Myanmar
Abstract
Adopting digital technologies is believed to enhance the service innovation practices and operational excellence of MSMEs and has a positive impact on competitive advantage and at least supported for survival in the market. The adoption of digital technologies seems accessible for MSMEs of Myanmar, but due to the COVID-19 pandemic, it made no choice to adopt it at least for business survival. The research has been done on the pharmaceutical retailers, B2B clients of Tharmadaw.com, on adopting digital technologies and to give recommendations as to further strategic solutions for pharmaceutical retailers across the country. The adopting behaviors, challenges, problems, current and expected solutions, gaps on the road to further adoption of advanced digital technologies were revealed. The research finding is to support implementing further solutions for the clients by knowing their behaviors and perception on adopting digital technologies to enhance their service innovation practices in order to gain better competitive advantage.
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