The speed of diffusion will also be faster the greater the awareness of small businesses to the advantages
of adopting a new technology. Te process of communication will be important here as well as the
ability of small firms to assess the merits of the technological advance. A small company is more likely
to adopt a new technology as it diffuses due to being under increasing competitive pressure to do so,
through the technology becoming more attractive, and as a result of information about the technology
being broadcast from an increasing base (Green and Morphed, 1975).