IntroductionIn recent years researchers are eager to find out factors that are significant to adopt information technological innovations. In this concern, several of organizational (Mirchandani and Motwani, 2001; Thong, 1999; Iacovou et al., 1995; and Scupola, 2003), environmental (Iacovou et al., 1995; Scupola, 2003; and Kuan and Chau, 2001) and technological factors have been pointed out by researchers (Scupola, 2003; Iacovou et al., 1995; Lertwongsatien and Wongpinanwatana, 2003). Researchers have widely identified management support, managers' IT knowledge and skill, prior training of managers cum chief executives, attitudes and personality are of prime concern. However, question remains crucial, what causes CEO to adopt to a new information technology features like EC? Finding exact answer may not be easy.In recent years, from organizational behavior introduced in information systems research domain and has been a focus of researchers within context of SMEs. It further understood that strong leaders are important for making tough business decisions. Similarly, emerging trend of entrepreneurship and empowerment has brought structural changes among business organizations. The business enterprises are becoming flatter in structure, decentralized in operation and lesser line of command and control has brought changes in managers' job and focus has been shifted from managers to leader and champions of innovation and with that a new breed of leadership emerged (Cope and Waddell, 2001). A key component associated with success of business enterprise effective leadership behavior of CEOs especially within context of SMEs, which are believed to benefit from EC (OECD, 2002). In classic studies, leadership behavior a factor that has been found to be significant determinant of organizational productivity and change (Almaraz, 2009), organization success (Harlow, 1994), and organizational climate (Lubbert, 1995).In this article, definition of SMEs adapted after Yap et al., (1992) in which firms with size between 50 to 250 employees are treated as medium organization and those with size of less than fifty employees are treated as small organizations. Similarly, in this study Electronic Commerce (EC) defined as business conducted using electronic data transmission via WWW and focus business to customer (B2C) e-Commerce in opposite to business to business (B2B) e-Commerce.According to Kotter (1990), leadership consists of establishing a vision for future along with strategies for producing changes needed to achieve that. Unfortunately, limited studies have been done on leadership style and IT adoption especially EC adoption. There a dearth of research relating to leadership behaviors of CEO within context of SMEs. Additionally, no IS research on EC adoption and CEO leadership style have been done using Bolman and Deal's leadership theory of frame analysis. Thus, this pioneering study was undertaken to examine use of leadership frames among CEOs and their relationship to EC adoption among Bruneian SMEs.Literature ReviewFoundations of Leadership TheoriesStudies on leadership have passed through several changes from their early version of classical leadership styles, traits and behavioral theories originated in late 1930s. The study of leadership based on concepts developed as a response to trait and group process theories. Leader behavior theory suggests an attempt to relate what a leader does to leader effectiveness rather than what a leader is (Tosi et al., 1990). Leader effectiveness determined by those behaviors leader exhibits to influence group or organization. Leadership viewed as the particular acts in which a leader engages during course of directing and coordinating work of his group members (Fiedler, 1967). …