Role of digitalisation in the business success of medium scale building material traders in United Arab Emirates

Abstract

This study explores how digitalisation influences business performance in medium-scale building material trading firms operating in the United Arab Emirates (UAE). While the UAE has made impressive strides in promoting digital transformation, the impact of such adoption on operational success among mid-sized firms in the construction supply chain remains under-researched. Using a quantitative approach, the research investigates the relationship between digital tool usage such as ERP systems, CRM platforms, and e-commerce channels and key performance outcomes like operational efficiency, market reach, and revenue growth and aims to answer the proposed research question.

This research contributes to theory by reaffirming the Resource-Based View (RBV) and Task-Technology Fit (TTF), demonstrating that competitive advantage stems from well-aligned digital capabilities and internal preparedness. The findings also carry practical implications for business leaders and policymakers highlighting the importance of leadership commitment, skill development, and infrastructure support over mere technology acquisition.

Ultimately, the study positions digitalisation not just as a technological upgrade, but as a strategic imperative shaped by people, processes, and context especially in high-stakes industries like construction supply chains within emerging digital economies.