Digital Strategy Alignment and Business Performance in SMEs

Abstract

This study examines the relationship between digital strategy alignment and business performance in small and medium-sized enterprises (SMEs). The purpose of the study is to assess how aligning digital initiatives with overall business strategies influences organizational performance. A quantitative research approach was adopted, using survey data collected from selected SMEs. The data were analyzed using descriptive and inferential statistical techniques to evaluate the impact of digital strategy alignment on financial, operational, and market performance. The findings reveal that SMEs with a high level of digital strategy alignment experience improved efficiency, enhanced customer engagement, and stronger overall business performance compared to those with weak alignment. The study concludes that digital strategy alignment plays a significant role in driving sustainable performance in SMEs and recommends that SME owners and managers integrate digital planning into their core business strategies to maximize competitive advantage.