“…The dynamics between the adoption of technological innovation and OI and the effects of one on the other have been extensively studied (Damanpour, 1987; Damanpour et al , 1989; Damanpour and Evan, 1984) within the framework of the interaction of social context with the technical context of the organization (Evan, 1966). The literature shows that technological innovation in terms of new equipment, devices, systems, tools and technical knowledge generates changes in the organization's technical system, social structure, and, therefore, OI (Xie et al , 2007). In the case of BMI, technological innovation cannot ensure economic or business success, so it requires a marketing strategy that guarantees its insertion through value creation (Teece, 2010).…”