Two Sides of the Same Coin: Impact of Emerging Technologies in the Tropical Markets–The Transformative Agents

The adoption and adaptation of emerging technologies in business development create both competitive advantages and challenges. Therefore, it is essential to understand that successfully integrating these technologies requires careful planning and a customized strategy tailored to the specific needs and goals of organizations and regions. By tackling these challenges, businesses can unlock the transformative potential of emerging technologies, contributing to sustainable development and inclusive growth in the Tropics. The aim of the book chapter is to discuss and further categorize the antecedents of adoption and resistance of emerging technologies in business development in the Association of Southeast Asian Nations (ASEAN) countries, distil its impact, and further propose a strategic framework for business competitiveness and sustainability in the region. The study applies a thematic literature review to identify key factors influencing the adoption and resistance of emerging technologies in business development and further categorizes them into employer and employee perspectives. An emerging technologies adoption strategic (ETAS) framework that encompasses four situations based on the combination of the employer’s and employee’s intensity level of emerging technologies adoption has been developed. The strategic framework proposes actionable strategies for enhancing business competitiveness and maintaining a competitive position in dynamic markets.