DISCUSSION PAPER SERIES Improving Entrepreneurs’ Digital Skills and Firms’ Digital Competencies through Business Apps Training: A Study of Small Firms

The lack of awareness of digital services and outcomes is a concern in business environments since small firms need to improve their digital competencies. The present exploratory study investigated whether business apps training was associated with entrepreneurs’ and firms’ digital advancements. The business apps training was offered to migrant entrepreneurs running small firms in Athens (Greece) over three months, with data collected before and after the training. The analysis revealed that business apps training was positively associated with entrepreneurs’ attitudes toward technology, willingness to change (relating to technology/skills/operations), and internet/digital skills, as well as increased use of business apps. Moreover, the training was positively associated with firms’ digital competencies related to communication, networking, social media, customer relationship management, payments, accounting and finance, and project management operations. Furthermore, the business apps training was positively associated with migrant entrepreneurs’ integration into Greek society. Given the increased number of migrants in Europe, factors that positively impact their entrepreneurship and integration merit consideration. The study provides researchers with a systematic method for evaluating the association between business app training and entrepreneurs’ and firms’ digital advancements.


Introduction
Digital skills are envisioned as traits that enable firms to exploit opportunities provided by information communications technologies (ICTs), thereby ensuring more efficient performance and exploring new ways of conducting business [1]. Digital transformation is the use of new technologies to facilitate business improvements and enhance customer experience [2]. Moreover, this needs to evolve according to the ability to take advantage of new technologies and adjust according to the market circumstances [3][4]. Digital competencies are regarded as the ability to understand and express by making analytical, productive and creative use of ICTs and social software to transform information into knowledge, operations and services [5][6][7].
In Europe, small and medium firms need to improve their digital competencies [8][9] but the lack of awareness of digital services and outcomes is a concern in business environments [10][11][12]. Small and medium firms risk their competitiveness, growth and profitability if they fail to embrace digital transformation [13][14], often renouncing digital initiatives because they are unaware of how to incorporate them into their operations [11,15]. The main reason why small and medium firms experience and education [10- 11,15]. Since digital competencies and transformation are perceived as crucial lifelong learning and development challenges [8][9], universities and research centres should support firms in developing their competencies toward digital skills and transformation [3], as e-learners that require digital knowledge are proactive learners and tend to make good use of what they learn [3].
The present study focused on small firms run by migrant entrepreneurs in the capital city of Greece, Athens. An exploratory study [16] was conducted to examine whether online training on business apps could technology/skills/operations) and internet/digital skills. Moreover, the study assessed whether online ital competencies. Furthermore, the study examined whether business apps training is associated with societal integration for migrant entrepreneurs.
In 2021, the research team of the Faculty of Business and Law of Anglia Ruskin University (Cambridge Campus) offered a three-month online session on business apps to interested migrant entrepreneurs. The business apps were grouped into nine categories including communication, networking, payments and project management, with data collected before and after the training.
Although research on the business apps training payoffs is scarce, some studies have approached catalyst to convince small and medium firms to adopt ICTs, boosting the general level of digital skills among trainees [3,17,18]. Moreover, studies found that small and medium firms use apps to drive learning, innovation and transformation, allowing them to promote sense opportunities and sustain competitive advantages [19]. The technical characteristics of business apps can boost outcomes since small and medium firms invested in advanced technologies and experienced operational efficiencies [19].
Importantly, entrepreneurship and vocational training targeting migrant populations can bring positive externalities ranging from societal integration [20][21] to personal development and empowerment [22].
The present study contributes to the literature as there is a lack of adequate research on business apps training payoffs. First, the study addresses the gap by systematically assessing a few unexamined but contemporary questions in the ICTs area such as whether business apps training is associated with ion of business apps. The study synthesises theoretical and empirical frameworks to propose six novel hypotheses on business apps training payoffs. Such a specification is missing in the empirical and theoretical ICTs literature and the implications of each hypothesis might be of interest to policymakers and firms.
including communication, social media, payments and project management. The proposed framework q practical implication of such an assessment might be useful for apps developers and firms. The OECD [23] evaluated the importance of quantitative scales that summarise patterns, examine policies and progress in business phenomena, providing insights for app developers, firms and policymakers.
critical insights [24][25]. Similarly, strategies that facil interest to policymakers and firms, as small firms run by migrants drive economic growth and innovation [26]. In Greece, the increasing number of migrant firms reflects a business reality that has become increasingly more common since 2000. Indeed, in the capital city of Greece, Athens, migrant entrepreneurial activity is part of the urban landscape, as well as an organic aspect of daily city life [27].
Third, the present study examined whether the business apps training is associated with migrant that positively impact their integration merit consideration [28]. Migration can be a positive experience for both migrants and natives [28] as migrant entrepreneurship can inject new dynamism into an economy and be an effective tool for economic development [20][21][22]. Finally, the study provided empirical evaluations through a longitudinal data set, with panel data capturing unobserved heterogeneity and spurious relations [29]. In the ICTs literature, longitudinal evaluations are limited [19], hence, the present study aims to offer better-informed evaluations.
This paper is structured as follows: section 2 presents the study hypotheses, section 3 describes training, section 4 details how business apps were identified and screened, section 5 describes the tasks per business apps, section 6 presents the study variables and scales with descriptive statistics provided in section 7, then, section 8 presents the estimates and section 9 is the discussion with the limitations and future research provided in section 10.

Theoretical framework
Small and medium firms are often short of resources including capital and budget [13,30] therefore requiring coping strategies to develop resources for innovative projects [14]. Small and medium firms have invested in an increasing number of activities to develop and explore the potential of ICTs by adopting technology-enabled tools and networks to monitor how core technologies and markets are changing [11,19].
The human capital framework in facilitating the adoption of ICTs has long been highlighted in the literature [31]. The implementation and beneficial exploitation ICTs require specific knowledge and skills that firms can primarily obtain through education and training [32]. However, the absence of studies on business apps training payoffs for small firms exposes a rhetoric versus reality argument of whether The limited studies have found that internet skills training, such as training on the latest audio and visual computer equipment, business apps and basic Web design skills, can raise awareness of ICTs among small and medium firms, helping break down the barriers toward technology [17]. Internet skills training can act as a catalyst to convince small and medium firms to adopt ICTs and promote the general level of digital skills among trainees [17]. Indeed, trainees reported being inspired, prompted and encouraged by the training to go digital [17].
Online training on automation and innovation in small and medium firms can increase the motivation and flexibility of staff who want to improve their digital skills and lifelong learning, as well as increase the quality of vocational training related to industrial automation systems [18]. Similarly, training on digital transformation in such firms, aiming to enhance decision-making capability at both a strategic and tactical level, can bring favourable evaluations among trainees in relation to the concepts, principles, methodologies, and tools taught in the training [3].
The study hypotheses are as follows:

Hypothesis 4. Business apps training is associated with the increased use of business apps in small firms.
Business apps are utilised by firms to support their business operations in areas such as sales and marketing, data analytics, credit evaluations, and risk assessments [33][34][35]. Studies indicate that small and medium firms can use common and inexpensive apps, such as social media and online fora, to drive learning, innovation and transformation, allowing them to quickly sense opportunities in their industries, validate their ideas, and deploy resources to rapidly innovate and sustain competitive advantages [24].
Digital competencies are perceived as a critical goal for individuals and firms [9] and are approached through a vector of concepts such as knowledge, skills, attitudes, as well as the confident, critical and creative use of ICTs to achieve goals related to work, employability, problem-solving, learning, inclusion and/or participation in society [5][6][7].
In the present study, driven by the human capital framework [31], business apps training can allow small firms to observe, assess and utilise business apps and/or advanced technology to facilitate critical operations, such as finding and engaging with the right customers, improving customer retention, experience and purchases [19,34,36]. Moreover, business apps training can help small firms to observe, assess and utilise business apps and/or advanced technology to initiate routines to offer real-time pricing and predict cash flow [19,[33][34]. In addition, business apps training can help small firms to observe, assess and utilise business apps and/or advanced technology to enhance operational systems and management [19,[37][38].
Digital competence consists of the ability of firms to adopt and use new or existing ICTs to analyse, select and critically evaluate digital information to investigate and solve business-oriented problems and develop a collaborative knowledge body while engaging in organisational practices [39].
The present study suggests that business apps training can enable firms to observe, assess, and adopt business apps and/or advanced technology to create, extend, modify and boost their digital competencies by leveraging technology to meet new demands, move at speed to pivot business operations and boost efficiency [19,24,[38][39][40][41].
The study hypothesizes that:

Hypothesis 5. Business apps training is associated with increased digital competencies for small firms.
A final consideration in the present study is whether business apps training is associated with market programmes, such as training in working life skills and vocational training for migrants can boost their societal integration [20]. Similarly, training in areas of digital literacy, e.g., the use of computers and software, can boost the societal integration of migrants [21]. In addition, entrepreneurship training for migrants can support their integration into society, as well as personal development and empowerment [22].
The recent increase in migration in Europe has driven researchers to develop specialised apps occupational and employment opportunities, as well as maintain and build social networks [42]. In the present study, it is indicated that business apps acquisition of digital skills that support their human, social and informational capabilities [42]. In host countries, better access to information, services, and recourses through advanced technology can facilitate The study hypothesizes that: Hypothesis 6. Business apps training is associated with societal integration for migrant entrepreneurs running small firms.
Given the limited studies in the literature examining business apps training payoffs, the present study should be treated as exploratory research [16] aiming to offer insights into the underexamined thematic in the ICTs domain. The study synthesises theoretical frameworks and empirical evidence to propose six novel hypotheses on business apps training payoffs. Such a thematic has not been identified framework is shown in Figure 1.

Recruitment of firms and data collection
In Greece, there is an unequal distribution of the access to, use of and opportunities offered by ICTs for migrant populations [43]. The present study focused on migrant entrepreneurs, evaluating the impact of business apps training on marginalised populations. In Greece, migrants including entrepreneurs, experience racism and societal exclusions that affect their socioeconomic experiences [27,44].
Google search was used to identify migrant communities in Athens between October and December 2020. These communities were emailed an invitation to participate in the study and provided with information regarding the nature of the study to offer online digital training, free of charge, to migrant entrepreneurs running small firms in Athens. Potential participants were required to have a PC, a smartphone, and access to the most utilised app for e-meetings (which is available free of charge).
Instructions on how to install the e-meetings app were provided and it was indicated that the training would be in Greek. The research team has accumulated experience of collaborating with migrant communities in Greece for research purposes [42,[44][45].
Migrant entrepreneurs confirmed their participation by providing written informed consent and completing an e-questionnaire between January and February 2021. This preliminary data collection before the digital training intervention was designated wave 1. The participants had to provide their email addresses to receive instructions for the training and were informed that e-materials and follow-up e-questionnaires would be forwarded to their email. Participants were free to withdraw from the training and the follow-up data gathering at any time.
The online training took place between February and April 2021 in four online training sessions, each was approximately three hours. During and after the training sessions, four additional e-meetings (drop-in e-sessions) were offered to address any queries. Throughout the training, the participants had the opportunity to submit questions and the research team offered further instructions and insights. The follow-up e-survey was conducted between May and June 2021 (wave 2).
The study data set consisted of two waves, a preliminary data collection before the business apps training and a follow-up data collection upon completion of the training. The participants were aware that the sessions were not recorded and that the research team was interested to collect aggregate data, hence ensuring anonymity. Moreover, it was mentioned that the research team did not have any financial incentive and was not affiliated with the business app developers, so there were no conflicts of interest.
The study followed the usual procedures for securing ethics approval and ensuring the anonymity of the the end of the training, no complaint was raised.

Business apps training context
The business apps identified aimed to optimise day-toand extend business functionality and productivity.
In session one, the research team presented communication and networking apps, session two covered social media and customer relationship management apps, session three presented payments and accounting/finance apps and session four presented managing inventory, team, time and project management apps. Each session was structured to: offer an introduction of the relevance of each thematic in the business context; (ii) present the series of tasks that each app could offer and handle; (iii) present technical information on how to download and install each app; (iv) offer a manual-oriented presentation on how to use each app; and practice with examples to showcase how each app works.
The research team provided the participants with examples to practise after each session and participants had the opportunity to discuss their performance and issues during the drop-in e-sessions. At the end of each session, an email was forwarded to the participants to provide feedback on the delivery and in particular, to rate the context, clarity, usefulness and practicality of the session. The evaluation forms

Identifying and screening apps
The Google Play Store was utilised to identify business apps in Greece in 2020/21. The apps were grouped into nine categories: (i) communication; (ii) networking; (iii) social media; (iv) customer relationship management; (v) payments; (vi) accounting and finance; (vii) managing inventory; (viii) team and time management; and (ix) project management.
with priority given to free apps. In those categories in which free apps did not make the top three, the topranked paid apps were selected. The total sample consisted of 27 apps, six of which (22.2%) were not free could run on both smartphones and a PC.
Apart from the Google Play Store ranking, the research team re-assessed the top three apps per category based on the protocol of Martin et al. [46] consisting of five steps: (i) identify all potentially relevant apps; (ii) remove light or old versions of each app; (iii) identify the main functional requirements and exclude all apps that do not offer this functionality; (iv) identify all secondary requirements; and (v) construct tasks to test the main functional requirements using each of the methods below: key-stroke level-oriented modelling [47] and usability heuristic evaluation [48].

Two IT and business personnel at Anglia Ruskin University (Cambridge Campus) and the University of
Cambridge assessed each app.
Step one required the selection of appropriate keywords for each app to search the app stores and step two indicates that after compiling the results obtained from step one, any light or old versions of other apps should be removed because these versions could contain less functionality than the full or per business app for 2020/2021 in Greece satisfied these first two steps.
Step three involved identifying whether the screened apps offered the main functional requirements required for a given category [46] by assessing the descriptions of each app in the online app store. For instance, in the case of communication apps, the apps under consideration should offer internal and external e-interaction and e-information sharing. In each business category, the top three Google Play Store apps provided the required functional requirements.
The fourth step identified all the secondary functionality of the apps [46], thereby realising the full range of functionality offered by competing apps. The research team compared the top three ranked apps and created a list with the functional similarities, differences and unique features per app based on the app descriptions in the Google Play Store.
In step five, the 27 apps underwent keystroke level-oriented modelling [47] and usability heuristic evaluation [48]. Regarding the keystroke level-oriented modelling [47], the number of interactions to complete tasks was used to measure app efficiency [46], as shown in Appendix A. Given that this study focused on the most favourable business apps per category, that is, the top-ranked in the Google Play Store (based on their performance), it is not surprising that the identified apps demonstrated comparable levels of efficiency based on the number of interactions.
To conduct the usability heuristic evaluation, the apps were assess point severity ranking scale in the following eight heuristic categories: (i) visibility of system status and losability/findability of the device; (ii) match between system and the real world; (iii) consistency and mapping; (iv) good ergonomics and minimalist design; (v) ease of input, screen readability and glanceability; (vi) flexibility, efficiency of use and personalization; (vii) aesthetic, privacy and social conventions; and (viii) realistic error management.
Appendix A shows that there was no major usability problem or usability catastrophe for the 27 apps. The Store, demonstrating low levels of usability problems.
During the first online session, the participants were informed of how the research team selected and screened the apps.

Business apps operations
As the identified business apps can be used for a wide variety of tasks, the following operations per business category were examined during the usability heuristic evaluation [48].
Communication apps were assessed on internal and external e-interactions and einformation sharing processes.
Networking apps were evaluated based on tasks relating to sending updates on the go, adding new connections, recruiting new hires, following inspirational companies and s.
Social media apps were assessed on processes related to planning, promoting and monitoring projects by connecting directly with social channels.
Customer relationship management apps were evaluated on tasks related to managing customer profiles by sending marketing and outreach messages and maintaining and developing points-based rewards programmes.
Payments apps were examined on tasks related to reviewing business analytics data, monitoring selling items and processing credit cards, checks, and invoices.
Accounting and finance apps were evaluated on tasks relating to organising bookkeeping processes, including invoicing, expenses, and payroll.
Managing inventory apps were assessed on tasks relating to creating product catalogues, tracking and managing stock and sales and making purchase orders.
Team and time management apps were evaluated on processes related to managing payroll and benefits, calculating and filing payroll taxes, tracking team availability, sick days and vacation time and overseeing emplo Project management apps were assessed on tasks related to managing projects, workflows, and deadlines across alternative business tasks.

Variables and scales
The e-operation, years of operation, number of characteristics (age, gender, continent of origin, higher education degree, years in Greece). The main independent variable of interest is the sobefore the intervention (i.e., training) and after the intervention.
The Positive Attitudes Toward Technology scale [50] was employed to test hypothesis 1. This scale whether it is important to keep up with the latest trends in technology scored using a five-point Likert attitudes toward technology [50].
The Willingness to Change scale [51] was used to examine hypothesis 2. This scale measured the level at which entrepreneurs were keen to accept changes in their firm over the next two years and consisted of three items capturing whether entrepreneurs were keen to accept an increase in the level of technology/computers, skills and responsibility involved in their operations scored using a seven-point Likert scale ranging innovative changes in firms [51].
The Internet Skills scale [52]  completing the e-survey in wave 1 (i.e., before the business app training) and 41 firms providing followup information in wave 2 (i.e., after the business app training). Based on Table 1, and regarding the degree. Most migrants (47.9%) were from Africa, followed by Asia (29.1%) and had resided in Greece for a mean of 9.6 years. The mean years of most were involved in trade, followed by hospitality and services.
[ Table 1] were weak. The assigned patterns are expected given the number of items per scale [54].
[ Table 2] [ Table 4] [ Table 5] Table 6 presents the random effects and fixed effects estimates [55] to examine whether the willingness to change (technology/skills/operations) (H2), level of internet/digital skills (H3), and business apps in use (H4). Bell et al. [56] indicate that random effect models provide everything that fixed effect models provide and more, making it the superior method for most practitioners, thus are often used as a starting point for multilevel analyses. It is acknowledged that given the longitudinal nature of the data, panel specifications are more appropriate than cross-sectional specifications and omitted factors may be correlated with key predictors in random effects models, while fixed effects models could remove omitted variable bias [55][56][57].

Hypotheses testing
gender, continent of origin, higher education degree and years in Greece. The fixed effects models do not incorporate the aforementioned covariates because they are time-invariant [58]. In all cases, robust standard errors are reported [58]. can be accepted. The fixed effects outcomes or 15.8%).
[ Table 6] Table 7 adopts the same estimation strategy as This study has several implications as follows. For small and medium firms to boost their effectiveness and competitiveness, they might need to consider embracing digital transformation [13][14] but may lack the knowledge necessary to do so [10][11][12]. Based on the study findings, business apps If business apps training can be envisioned as a demonstration of best practices that increase strategies and develop abilities to navigate new opportunities to innovate [19]. The literature indicates that digital skills allow entrepreneurs to form, extend and modify their fir strategic assets helping them to enhance competitive positions [59][60][61]. This can be done by leveraging technology to meet new opportunities, move at speed to pivot operations and boost efficiency [19].
Business apps train in digital environments and to easily and effectively access the wide range of knowledge embedded in the digital environment [59][60][61]. In the present study, the examined business apps were evaluated to allow small and medium firms to engage with external communities to run and validate business ideas, uncover industry patterns, develop processes and products, as well as monitor market changes [19,24]. Digital transforma to identify new opportunities or adapt systems to boost performance [4-7, 32, 59-61]. For firms, the capacity to absorb and/or create knowledge and business systems is a determining factor of continual improvement and financial performance [19,24,[59][60][61]. Business apps training can enable small and medium firms to explore new opportunities by adopting technology-enabled tools to monitor how core technologies and environments are changing [19,32]. Consequently, digital training and the adoption of new technologies can be envisioned as a critical strategy of business competency that could determine the direction and sustainability of small and medium firms [19,24,25,[59][60][61]. In this study, the estimated patterns related to business apps training payoffs and digital competencies are shown in Figure 2.
[ Figure 2] small and medium firms, for both employers and employees, at low or no cost could address the growing needs of digital literacy [10][11][12][13][14]. Studies recommend that policymakers should promote the construction of infrastructure and reduce tax laws to stimulate firms to provide IT training programmes to employees [62]. Digital training for small and medium firms should be flexible, with practical content to enable direct action [32].
The present study found that firms that implemented AI in their digital operations through the utilisation of the examined business apps experienced positive payoffs in terms of digital competencies.
information management, problem-solving and decision-making. The literature indicates that digital technologies aided by AI have transformed the nature and scope of entrepreneurial activity in small and medium firms [38], with AI apps allowing firms to better predict markets and inform financial and planning leading to increased performance [19]. AI leads to advanced customer services and increased customer purchases and operational efficiency [40], helping small and medium firms in marketing and sales platforms to increase the number of customers and profitability [34]. Moreover, AI facilitates virtual communication to improve sales, customer services and satisfaction [37], helping small and medium firms in data analytics to recognise and analyse risks controls, offer credit evaluations, and risk strategies [41]. AI apps enabled small and medium firms to reduce business risks associated with the adverse business environment of the COVID-19 pandemic [19]. The generativity of AI can represent a method of achieving productivity benefits and represent a critical innovation tool by which small and medium firms The present study also revealed that business app training was associated with migrant indicating that digital literacy, working life skills, vocational and entrepreneurship training for migrants can boost their societal integration, personal development and empowerment [20][21][22]. Although in Greece, and especially in the capital city, migrant entrepreneurship is a significant activity [27], studies assessing whether migrant entrepreneurship can promote their integration into society are scarce. Given that migrants are perceived to be entrepreneurial, contributing to economic growth and innovation [26][27]43]  In addition, the more integrated migrants are in a host country, the higher their net economic and fiscal contribution to the host economy [45]. Moreover, integrated migrants may be important for the attitudes of the natives toward newcomers [28,45]. As migrants gain information about the functioning of the new environment and invest in human and social capital in the host culture, their labour market outcomes, entrepreneurship and income could be increased [28,45].
Despite the considerable volume of research on ICTs [4,7], there is a lack of studies on business apps training payoffs, both internationally and in Greece. Greece presents a particular important case for research on this subject matter as the economy has experienced a massive economic recession since 2010 [31], faced an increased migrant population [42], as well as the adverse socioeconomic effects of the COVID-19 pandemic [19]. In Greece, policymakers and researchers have emphasised the crucial role that economic recessions, and integrate migrant populations into society [32,[42][43].
Although the present study focused on migrant entrepreneurs, the main outcome of this study, i.e., Greek entrepreneurs. The ultimate goal of each firm, regardless of ethnic background, is to boost effectiveness and productivity [19,[62][63]. ICTs are commonly [63]. Given the challenges entrepreneurs have experienced in the last decade in Greece, digital training might allow small and medium firms to interact and integrate new ICTs in their operations [1,31] and exploit innovative technology opportunities [4,7,10].

Limitations and future research
The present study focused on migrant small firms in the capital city of Greece, so the magnitude of the estimates may not be generalisable to entrepreneurs running medium and large firms or firms experiences and compare training payoffs between natives and migrants. Whether business apps training shall be more beneficial to migrant entrepreneurs cannot be addressed without comparing their experiences against the experiences of native populations.
long-run performance indicators was not examined and requires an informative data set and longitudinal evaluation. It is also Furthermore, observations from additional firms are needed to allow training payoffs comparisons per In addition, a sector-oriented evaluation could bring further insights.
This study was conducted during the COVID-19 pandemic and it has been reported that advanced technology and utilisation of AI apps reduced business risks caused by the COVID-19 pandemic [19], so new studies should be conducted post-COVID-19 to determine whether the magnitude of the estimates might vary.
The present study focused on nine general business apps categories, so additional categories innovativeness, technology and organisational readiness, and perceived benefits of participating in technical characteristics of each business app and the actual algorithms per business app should be Finally, the migrants in the present study were actively integrating into Greek society by enrolling in digital training, so one might expect different outcomes if the migrants were not active in e-training.
The study did not utilise a control group, hence comparisons between firms that participated in the business apps training and firms that did not participate cannot be offered.

Conclusion
This study found that business apps training offered to migrant entrepreneurs running small firms in Athens (Greece) to change (relating to technology/skills/operations), internet/digital skills, and use of business apps.
found. Finally, the business apps training was positively associated with integration into Greek society. Business apps training can be envisioned as a set of best practices to boost developing flexible digital training for small and medium firms enabling them to exploit innovative technologies opportunities.