Abstract
The paper aims to advance understanding on innovation adoption process by micro, small and medium enterprises (MSMEs) in a developing country context. A field study was carried out in clay-fired brick manufacturing sector in India. Using a structured questionnaire, interactions were carried out with 64 brick kiln entrepreneurs and other key stakeholders in two prominent brick manufacturing clusters. The key factors that influence the decision making process of MSME entrepreneurs were identified. These factors were prioritised using the analytic hierarchy process. The financial benefit is the key factor that helps an entrepreneur takes a decision in favour of adopting an innovation.
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