Digital transformation and entrepreneurship process in SMEs of India: a moderating role of adoption of AI-CRM capability and strategic planning

Purpose: The purpose of this study is to identify the determinants that could impact corporate digital entrepreneurship for the small and medium enterprises (SMEs) of India. The study also investigates the moderating role that adopting artificial intelligence (AI)-customer relationship management (CRM) capability and strategic planning has in corporate digital entrepreneurship. Design/methodology/approach: With the inputs from literature and theories, a model has been developed conceptually. The model has been validated by partial least squares structural equation modeling technique with consideration of 315 usable respondents. The effects of the moderators have also been investigated by multigroup analysis. Findings: The study highlights that perceived usefulness, perceived ease of use and willingness to change significantly impact corporate digital entrepreneurship for the SMEs of India. The study also highlights that the two moderators have significant impacts on the relationships between corporate digital entrepreneurship and its predictors. Research limitations/implications: This study has developed a unique model, which provides effective inputs to the entrepreneurs of SMEs of emerging economies. These inputs will help entrepreneurs to frame their policies to improve the existing traditional practices and processes that could be transformed into more digitalization for improving efficiency of their corporate digital entrepreneurial activities. Originality/value: There are no studies which investigated how perceived usefulness, perceived ease of use and willingness to change could impact corporate digital entrepreneurship with the moderating effects of adoption of AI-CRM capability and strategic planning, as concerns SMEs of emerging economies. In this regard, this study is deemed to be a unique attempt.