Abstract:

Economic progress and technological advancement motivated small medium enterprises (SMEs) entrepreneurs to bring innovative changes in their business activities. Electronic business (e-business) application in the SMEs are increasing globally. Although there is significant variation in the adoptability, acceptability and application of e-business among different countries. Particularly in Malaysia, SMEs are the main contributor in the economic growth. Similarly, the small business owners started the extensive usages of modern technologies in their business communications. This research contextualized the important issues while analyzing the theoretical prospects for the SMEs sector. Inductive approach of qualitative research method was used due to the subjective and exploratory nature of study. The rationale for the inductive approach method is to understand the meaning of human activities rather than analysing the causal relationship. The case study approach was adopted. The objective of this study is to investigate the entrepreneurial learning enables small firms to capitalise on the marketing opportunities presented by digital technology such as e-commerce. Particularly, this study is embarked to identify the entrepreneurial learning factors on e-commerce adoption of a Small Service Based Company in Johor Malaysia.