This is an Accepted Manuscript of an article published by Taylor & Francis Group in Journal of Information Technology Case and Application Research, 20:1, 23-35, available online on Dec. 20, 2018 at DOI: 10.1080/15228053.2018.1557881Unhappy with erroneous and inefficient inventory management affecting his dental practice, Dr. Bhatti, a seasoned dentist, founded Sowingo in 2012 to create a solution tailor-made for busy health practitioners. Since then, the company enjoyed a few years’ unfettered monopoly and grew to have six employees with over a 100 clients under its belt. Despite offering an innovative inventory management system in the market, however, Sowingo is challenged to continue its growth, as potential clients are unwilling to forego the error-prone and manual way of managing inventory. What will be the next strategic direction for Sowingo
