Title

SMALL AND MEDIUM-SIZED ENTERPRISES ENTREPRENEURS’ DIGITAL TRANSFORMATION ADAPTATION, BUSINESS GROWTH, AND MARKET INTELLIGENCE IN OZAMIZ CITY

Author(s)

Nadela, Eman L.

Estomata, Joy G

Laranjo, Glen Mark P

Affiliation

Misamis University

Degree Program

Bachelor of Science In Business Administration

Contributor

Ilusorio, Gilda L. - Adviser

Balaba, Ana Bonita A. - Panel

Laput, Joseph Glenn J. - Panel

Carpio, Renzitelo Alf P. - Instructor

Year

2024

Abstract

In an environment of rapidly advancing technology, especially in Industry 4.0, SMEs face a twofold responsibility: taking advantage of emerging possibilities while mastering the complexities of digital transformation. The study aimed to analyze how SME entrepreneurs navigate digital transformation, its impact on business growth, and market intelligence's role in addressing modern commerce's complexities. This study used a descriptive-correlational research design to investigate the relationship between SMEs' digital transformation adaptation, business growth, and market intelligence. The 206 respondents were the owners and managers of SMEs in Ozamiz City. They were selected using a purposive sampling technique to ensure representation from individuals directly involved in digital transformation within their organizations. The adapted questionnaires, The Digital Adaptation Questionnaire, the Market Intelligence Questionnaire, and the Business Growth Questionnaire were adapted questionnaires utilized to gather data. Frequency, Percentage, Mean, Standard Deviation, and Pearson Correlation Coefficient were the statistical tools used in the study. The finding suggests that SMEs actively integrate digital technologies into the supply chain process and marketing strategy, which is critical for enhancing operational efficiency and competitive advantage in today's digital landscape. In line with this, SMEs effectively utilize information regarding their competitive landscape, customer preferences, and digital trends, essential for informed decision-making and strategic planning. The researchers recommend conducting further studies on a broader scope related to the findings. In conclusion, SME owners were able to adapt to the overall digital transformation adaptation; Thus, SMEs were productive in navigating their respective businesses to grow.

Keywords

Business Growth, Digital technologies, Digital Transformation Adaptation, Market Intelligence, SME Entrepreneurs.