Author(s): Hasan, N.A., Rahim, M.A., & Ahmad, S.H.
SMEs play an important role in the Malaysia economy. SMEs contribution to the country's gross domestic product rose to 38.3% in 2018 from 37.8% in 2017. A critical challenge faced by SMEs as a consequence of the covid-19 pandemic crisis is adopting of digital business model. The lack of technological adoption could be the main problem facing entrepreneurs or small and medium-sized enterprises in Malaysia (MOHE Guide to Entrepreneurship Integrated Education (EIE), 2021). There is a paucity of research examining how SMEs drives successful alignment between systematic sales strategy with business sustainability performance. SMEs will have a leading role to play in meeting the most "economic" SDGs: promoting inclusive and sustainable economic development (Goal 8) and promoting sustainable industrialization and supporting innovation (goal 9). This is in line with the 11th Malaysian Plan to speed up the adoption of innovation and technology among SMEs, boost productivity and compete globally. This study explores the significance of embedding digital technology in business models, which has proven to be a boon for long-term productivity and sustainability, particularly during times of crisis such as the COVID-19 pandemic. Adoption of technology will aid in closing the productivity gap between SMEs and large corporations by increasing capacity and capability for greater competitiveness and innovation.