Porcelain Publishing / BJBPR / Volume 2 / Issue 4 / DOI: 10.47297/ppibjbpr2026020405
ARTICLE

Digital Business Integration in Micro-Enterprises: A Technology– Organization– Environment Perspective from Oman

Venkat Ram Raj Thumiki1 Urwa Tariq2 Ahood Al Shihhi3 Agnel Rose Thomas2 Hussain Fakhruddin2
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1 Aurora’s P G College, Uppal, Hyderabad, India
2 American University of Sharjah, UAE
3 Switz Group, Sultanate of Oman, Oman
Published: 24 August 2026
© 2026 by the Author(s). This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license (https://creativecommons.org/licenses/by/4.0/)
Abstract

Digital business integration has become vital for competitiveness and sustainability of entrepreneurial firms. While existing research has primarily focused on small and medium-sized enterprises, micro-enterprises remain underexplored, particularly in emerging economies. This study examines drivers of digital business integration among micro-enterprises in Oman by extending the TOE framework. Survey data were collected from 195 micro-enterprises and analyzed using descriptive statistics, chi-square tests, and path analysis. The findings showed adoption of AI enabled enterprise resource planning systems, institutional and stakeholder support, and perceived peer pressure significantly influence digital business integration. Entrepreneurial experience is associated with integration levels, while sectoral differences are not significant. The study contributes to entrepreneurship and innovation management literature by demonstrating the applicability of the TOE framework to micro-enterprises and highlighting the importance of ecosystem-level support in resource-constrained contexts. Practical implications are offered for policymakers and support institutions seeking to enhance digital integration in micro-enterprises.

Keywords
Entrepreneurship
Micro-enterprises
Digital-business integration
Entrepreneurial Ecosystem
AI-ERP
Digital enablers
SMEs
TOE Framework
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British Journal of Business and Psychology Research, Electronic ISSN: 2977-8875 Print ISSN: 2978-4581, Published by Porcelain Publishing