EXPLORING DIGITALISATION ADAPTATION PRACTICES AMONG SMALL AND MEDIUM CLUSTER COOPERATIVES IN PENINSULAR MALAYSIA

Abstract

This study employs a qualitative research approach to explore digitalisation adaptation practices among the management of small and medium cluster cooperatives in Peninsular Malaysia. It examines the tools, platforms, and processes involved—including social media marketing, payment systems, online management systems, and e-commerce platforms—while investigating the factors influencing adaptation and the challenges faced. The study selected seven small and medium cluster cooperatives, each having implemented digitalisation for a minimum of two years, using purposive sampling. One key informant per cooperative, typically a board member or manager, participated in face-to-face interviews conducted using a structured protocol. Data were analyzed using NVivo software through a rigorous coding process to generate thematic findings aligned with the study’s objectives. Based on these findings, a framework for digitalisation adaptation capabilities was developed to support small and medium cluster cooperatives in Peninsular Malaysia. This framework provides contributions across four key dimensions: theoretical, methodological, empirical, and practical, thereby strengthening digitalisation adaptation efforts among cooperatives.