I study how innovations take root in diverse global markets, a complex task given the fast-paced nature of technology and the rarity of early adopters. My research identifies the 'why' behind technology adoption, providing a roadmap for IT professionals and researchers alike. Widely published and cited in top-tier journals, I am committed to bringing this real-world data into the classroom, transforming my findings into interactive assignments and high-level discussions that prepare students for the evolving IT landscape.