Entrepreneurial success increasingly depends on how new-age technologies (NATs) are adopted and leveraged, yet we still lack a clear understanding of how adoption of NATs creates sustained value. Drawing on marketing, entrepreneurship, and strategy literatures, this paper develops an entrepreneurial perspective on technology adoption that emphasizes post-adoption engagement. We employ a two-study approach: a structured review and theory problematization to identify gaps in current adoption models, followed by a conceptual elaboration of mechanisms. Our analysis reveals that adoption alone is insufficient. Value emerges through intensive, creative, and adaptive engagement with technologies across multiple contexts. The paper advances theory by conceptualizing adoption as a process-oriented, multi-dimensional phenomenon in entrepreneurial settings and offers practical guidance for entrepreneurs seeking to capture the potential of emerging technologies. These insights provide a foundation for future empirical studies on the intersection of technology, entrepreneurship, and strategic value creation
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