 institutional theory and how it works in diffusion and adoption of innovative products and technological based applications. Institutional theory stresses the role of social processes and norms to explain how and why firms in an industry begin to behave similarly over time and thus become isomorphic. In a seminar or in an industry-related exhibition or workshop, advanced technologies are being used in that particular business and you get information about them. This is your continuous work in which your informal learning and education is being done. Now you get to know what technologies are being used in which process. Accordingly, the benefits that you get through socializing and various promotional activities or through those publications related to your industry or business. So you get a social pressure and a normative pressure that I should also adopt this particular technology. And if I don't do this, then people will think that I am a little conventional or I am very traditional or I have been left behind. So even with this fear, the fear of being removed from the standards also impacts you that you have become a standard technology in the market or you are becoming one, you should adopt it. Look, there are many businesses who think that their business is going well, so what is the need for them to come to the internet or to make their website? But when all the businesses related to you have developed their website for the information and interaction with the potential customers, then it becomes a norm. So following that norm, you also have to come to the internet, you also have to adopt a specific technology. Maybe you are not seeing the benefits of it, but if you don't do this, for example, someone asks you what is your web page address and whenever you have any business communication or meeting, you are asked to kindly tell your web page, so you say that I don't have a web page. So this is a socially you consider yourself low. So in order to upgrade yourself as other people are in the field, so you like to adopt this technology or some other technology. Institutions or norms evolve over time and help guide, firm and employee actions in a specific direction. So these things gradually become institutionalized. Like we just talked about ISO, so if you have a certification in your industry, other people have done it and most of the people have done it and you haven't done it, so this also feels like a norm with which you stay behind and you are downgraded as compared with others. So these things become institutionalized, new technologies, new processes, sometimes they take time to become institutionalized, but after some period of time, it becomes the basic standards, which ultimately you need to follow so that everyone in your organization is directed by that particular standard and norm. And when even after a specific period of time, you adopt it, so it feels like after adoption, all the units in one particular industry, they are lookalike and they are following the same process. They are competitors to each other and they are following more or less the same technology. Institutions enable familiar and compel new firm behavior in an attempt to be efficient. So the adopter to be more efficient and adoption of a new practice, new product or service occurs because different professional disciplines in a firm may respond differently to innovation which may spark change. And then there is some resistance to adopt new technologies, but along with that, there are people who want to be compatible and be in competition with others. So that leads to a spark in the organization that yes, we should also adopt the new technology. There is also a related concept which is called affordance. Affordance means that there are normative pressures on you to adopt a specific technology, but along with that, affordance also plays its role in when you have to adopt that technology. Affordance is an action possibility in the relation between user and an object. So what you want to adopt is its compatibility, its possibility, its viability in your possible infrastructure. So its ability or its possible requirement is to fulfill it, to create a befitting environment for it so that you could afford that new technology. Specifically, it involves building support for an idea, practice or technology which is new. Within the firm by the change agent, psychologically as well as physically.