Overcoming knowledge asymmetry through knowledge transfer in technology adoption process

Internet of things (IoT)-based start-ups encounter critical moments during the first years of their inception. They struggle to convince markets to adopt their products due to knowledge asymmetry. This research aims to understand how knowledge transfer can overcome knowledge asymmetry between a technology provider and its potential customers in the technology adoption process. This research used eFishery, which is one of the world’s largest IoT-based startups in the aquaculture industry, as a case study. Data collection is conducted by interviewing respondents from both parties. The findings show that knowledge transfer can reduce knowledge asymmetry, allowing both parties achieving mutual learning, thereby increasing their absorptive capacities. Both formal and informal mechanisms occur, the implementation of which depends on the absorptive capacities of the customers. This study demonstrates that customers can provide useful insight that improves the provider’s products, regardless of the levels of the customers’ absorptive capacities.