The role of gender diversity in the technology adoption of outsourced electric distribution enterprises: an innovation resisting theory approach

This investigation combines innovation resistance theory and gender diversity framework to verify whether functional-related barriers (usage, value, and risk) may affect firm-level decisions to adopt technologies in work routines while assessing if this relationship is moderated (supported or restrained) by firm’s gender diversity. By using a unique database applied to an econometric strategy grounded in the stereotype logistic regression model (S-LOGIT) model, the results pointed to the feasibility of applying the IRT framework on the firm level. Furthermore, our findings corroborate the view of gender diversity as an important strategic asset for the modernization of work routines and the adoption of technological innovations, which are of utmost social importance when evaluating infrastructure sectors such as electrical distribution.