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This paper identifies the forces that drive digital adoption among SMEs from low and high-tech industries in Malaysia.

This research uses multiple case analyses based on data gathered by in-depth interviews with key representatives of 20 firms from low and high-tech industries in Malaysia.

The findings suggest that digital adoption among SMEs derives by four fundamental forces, which are sales, marketing, process improvement and product development.

This study employed qualitative research, but lack of geographic diversity limits the generalisability of the case findings. This study provides several suggestions to policymakers and technology suppliers on how to encourage adoption of digitalisation among SMEs.

This study proposes a model that presents the critical forces that drive digital adoption for export-oriented firms, thus enriching the knowledge in SME digitalisation literature.