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Eastern Academy of Management International 2019 Conference

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A Resistance to Change Perspective on non-users of telecenters

We build on literature on resistance to change to provide additional perspectives on non-use of telecenters in rural India. We provide exploratory empirical evidence based on a sample of small and marginal farmers in India. We compare users and non-users of local telecenters and observe demographic differences between the two. We also find some support for non-use based on concepts associated with resistance to change. We interpret these results and offer recommendations that might help draw non-users to using telecenters.

Kamala Gollakota
University of Redlands
United States

James Pick
University of Redlands
United States

Manju Singh
Malaviya National Institute of Technology


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