What determines 3D printing adoption in the GCC region?

Abstract

Purpose The study aims to develop an integrated model for three-dimensional (3D) printing adoption in the Gulf Cooperation Council (GCC) context to form a baseline for more theoretical and empirical debate from emerging markets. Design/methodology/approach A qualitative approach with a convenience sample is adopted since there is no formal body that has accurate data about the number of companies, governmental bodies, nongovernmental organizations, universities, labs, etc. that already have adopted 3D printing. Findings The results indicate that the technological usefulness of 3D printing and its ease-of-use factor were found to be lacking among community members and governmental officials. Yet, these factors were the most influential factor affecting the spread of 3D printing technology adoption in the GCC countries. Nevertheless, the adaptation of 3D printing is not yet at the level of its global markets, nor is it used within leading companies’ assembly lines. In addition, the 3D printing awareness and use increased during the COVID-19 pandemic. Yet, the adaptation rate is still below expectations due to several challenges that face the growth of the 3D printing market in the GCC countries. The most vital challenge facing 3D printing growth is manifested in governmental policies and regulations. Practical implications Companies’ managers can benefit from the current study results by focusing on the factors that facilitate 3D adoption and avoiding bottle-neck factors that hinder the speed of the 3D adoption. 3D providers can also benefit by understanding the factors that affect 3D adoption and designing their machine and marketing strategy in a way that helps the intended companies to easily adopt 3D printing. Originality/value To the best of the authors’ knowledge, this is the first study that explored 3D printing adoption on the GCC countries’ level. It also adds a new flavor to the literature by exploring 3D adoption during the COVID-19 crisis.