Behavioural and innovative traits driving digital transformation and competitive advantage: the role of entrepreneurship orientation

Abstract

Purpose This study investigates how digital transformation contributes to increased competitive advantage in several service businesses in the Sultanate of Oman. It focuses on organizations with 25 or more people and investigates the relationships between entrepreneurial orientation, behavioural and innovative traits and digital transformation activities. Design/methodology/approach A standardized questionnaire was issued to senior management-level employees from several sectors, such as hotels, banking, healthcare, travel agencies and logistics organizations. A quantitative online questionnaire gathered data from a broad group of 609 employees. Findings The results show a considerable positive association between the entrepreneurial approach and acceptance of digital transformation, emphasizing the necessity of cultivating a creative organizational culture. Furthermore, behavioural and innovative traits were proven to improve the effectiveness of digital transformation programs. The findings highlight the crucial significance of digital transformation in giving a competitive advantage, with differences noted across sectors. Originality/value The study adds to the theoretical debate by merging entrepreneurial orientation and trait theory, emphasizing the importance of sector-specific tactics in digital transformation initiatives. This study offers valuable insights for managers seeking to enhance their organizations’ digital capabilities and adapt to the evolving technological landscape in Oman’s service industries.