Integrating SMEs market and technology orientation: an exploration of digital technological opportunism, agility, future focus and performance

Abstract

Purpose Drawing on the resource-based and dynamic capabilities framework, the study examines the influence of market and technology orientation on digital technological opportunism to understand SMEs' future focus and organizational performance given the digital transformation landscape for international expansion. Design/methodology/approach Partial-least-square structural equation modeling was employed to examine the hypothesized relationships using cross-sectional survey data from 322 senior and middle-level executives. Findings The findings highlight the fact that market and technology orientation capabilities positively influence SMEs’ digital technological opportunism, which is shown to positively influence organizational performance by developing a future focus on digital marketing strategy development in the internationalization process. Originality/value The research provides valuable insights into integrating market and technology orientation with digital technological opportunism in SMEs to develop future focus and achieve organizational performance for international expansion.

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