TY - JOUR T1 - Using Entrepreneurial Marketing to Foster Reseller Adoption of Smart Micro-Grid Technology JF - Technology Innovation Management Review Y1 - 2015 A1 - Hamidreza Kavandi A1 - Mika Westerlund KW - entrepreneurial marketing KW - power systems KW - resellers KW - smart micro-grid KW - technology adoption AB - This article investigates how entrepreneurial marketing can encourage resellers to adopt smart micro-grid technology. An online survey based on the literature on user adoption and entrepreneurial marketing was used to gather data from 99 power systems resellers. The data were analyzed using the partial least squares method to validate a model of the relationships between reseller’s antecedents and intention to adopt smart micro-grid technology, and the role of vendor’s entrepreneurial marketing in the adoption. The results suggest that user adoption models can only partially be applied to the reseller context, and future research should develop models that can further explain reseller’s decision making with regards to becoming involved in an emerging technology. As to the implications for practice, vendors need to demonstrate proactive entrepreneurial marketing, particularly entrepreneurial orientation, to increase the performance expectancy perceived by their resellers by increasing awareness and understanding of smart micro-grid technology to cultivate its diffusion. PB - Talent First Network CY - Ottawa VL - 5 UR - http://timreview.ca/article/925 IS - 9 U1 - Carleton University Hamidreza Kavandi, MASc, MSc, is a graduate of the Technology Innovation Management program at Carleton University in Ottawa, Canada. Hamid earned his first master's degree in Electrical Engineering (power systems) from the Iran University of Science and Technology in Tehran. His current research interests include entrepreneurial marketing, business strategy, and business and management models in restructured power systems. U2 - Carleton University Mika Westerlund, DSc (Econ), is an Associate Professor at Carleton University in Ottawa, Canada. He previously held positions as a Postdoctoral Scholar in the Haas School of Business at the University of California Berkeley and in the School of Economics at Aalto University in Helsinki, Finland. Mika earned his doctoral degree in Marketing from the Helsinki School of Economics in Finland. His current research interests include open and user innovation, the Internet of Things, business strategy, and management models in high-tech and service-intensive industries. ER -