ALI, Nauman Moazam (2022). Developing a digital marketing competitive strategic framework for Pakistan's textile manufacturing SMEs. Doctoral, Sheffield Hallam University and Business School Netherlands. [Thesis]
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Ali_2023_DBA_DevelopingDigitalMarketing.pdf - Accepted Version
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Ali_2023_DBA_DevelopingDigitalMarketing.pdf - Accepted Version
Available under License Creative Commons Attribution Non-commercial No Derivatives.
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Abstract
The current study was conducted to understand the importance and development
of a competitive strategic framework based on digital marketing for SMEs in the
developing economy (Pakistan), which could help the companies to gain
competitiveness through organisational development and growth. The aim of the
study is to develop a competitive strategic framework for small and medium-sized
manufacturing firms functioning in the textile manufacturing industry of the
developing country. In addition to this, the research study aims to recommend
categorization model that small and medium-sized manufacturers in the textile
manufacturing industry make use for the digital marketing tools and strategies
implementation.
The literature review for this research identified the main components linked with
the three core areas: competitive strategy, digital marketing (tools and
techniques) / application, and SMEs' strategic fit. Due to the dynamic nature of
digital marketing tools and techniques, there is the continuous development of
literature, and the literature review is based on the specific context, mainly
focusing on SMEs from the manufacturing sector in Pakistan. There is a
significantly important factor in a lack of empirical research in this specific area,
and the availability of the literature related to that region that can identify digital
marketing with SMEs is limited. It allowed the development of a categorization
model along with the conceptual framework based on the identified variables,
which identified a lack of exposure for the manufacturing SMEs to get the
complete understanding and outcome based on the technology-driven digital
marketing tools for better overall development and growth. Developing a
competitive strategy framework specific to the context can contribute effectively
to developing sustainable growth and contribute towards competitiveness.
The research methodology for this research was based on the mixed method.
The quantitative (questionnaire) and qualitative (interview) data collected from
the sample of textile manufacturing SMEs (10 companies selected – category ‘A’
companies) from the developing economy (Pakistan). An institution (SMEDA) of
the Government of Pakistan under the Ministry of Industries & Production is
responsible for SMEs development in Pakistan and was responsible to provide
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the information related to the SMEs. The sample was identified based on non-probability sampling, and the sample was selected based on available
information related to SMEs, which belong to different textile manufacturing
sectors. The data was collected between April 2017 and February 2018. The
statistical and thematic analysis was proposed for the comprehensive data
analysis.
The findings based on the collected data and relevant discussion demonstrated
that there is a potential requirement for the competitive strategic framework which
can be presented as an effective tool to contribute effectively towards the
organisational goals, which is more critical in the case of SMEs for their survival
within the dynamic global economy. The findings demonstrated the relationship
between the identified latent variables and the achievement of the research
objectives. The research suggested that the strategic framework using the digital
marketing tools can add value while the strategic framework presented through
lean management tool (House of Lean). The use of literature-based
categorization model can support the implementation of the strategic framework.
The study contributes towards literature by providing specific research
contribution for the SMEs in developing economies. The study contributed
towards the development of the theoretical approach by testing the latent
variables and their relevance with refence top the SMEs in developing economy.
It can help to expand the prospect of future research in other industries and bigger
sample size can be used. The contribution towards the practice is based on
applying the framework in the SMEs context, enabling the companies to use
reach, relevance, and speed-related key attributes through digital marketing tools
to develop sustainable growth and competitiveness.
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