Empowering Bumiputera SMEs Through Human-Centric Digital Transformation: Evidence and Research Directions

Abstract

This study addresses a critical gap in the literature: despite the pivotal role of Bumiputera SMEs in Malaysia’s economic inclusivity agenda, there is limited systematic understanding of how human-centric digital transformation can empower these enterprises. Prevailing digital initiatives often prioritize technology over people, overlooking the unique socio-cultural, human capital, and organizational challenges faced by Bumiputera entrepreneurs. To address this, the study aims to analyze the research landscape on human-centric digital transformation in Bumiputera SMEs by mapping key themes, identifying intellectual structures, and proposing future research directions. Using Scopus AI (as of 25 September 2025), the research employed an advanced bibliometric and semantic analysis based on a targeted search string encompassing Bumiputera identity, SMEs, digital transformation, human-centricity, and empowerment. The analysis generated a Summary, Expanded Summary, Concept Map, Topic Experts profile, and Emerging Themes. Findings reveal that while digital transformation frameworks, organizational agility, and even novel technologies like digital twins are gaining traction globally, research explicitly focused on Bumiputera SMEs remains virtually absent. Instead, empowerment is mediated by human capital particularly digital literacy, innovation culture, and leadership capabilities and enhanced through culturally resonant strategies such as narrative-driven digital storytelling. The study contributes a novel integrative framework that positions human agency at the core of digital transformation. Practically, it urges policymakers and support agencies to co-design context-sensitive interventions that blend digital upskilling with cultural identity, community engagement, and agile management practices. Theoretically, it bridges ethnic entrepreneurship, inclusive innovation, and digital sociology. The paper concludes with a call for primary research, action-based pilots, and longitudinal studies to ground digital empowerment strategies in the lived realities of Bumiputera entrepreneurs.