Data-driven marketing is a crucial part of digital transformation, revolutionising how businesses operate in emerging markets. By leveraging customer data, organisations can…
Abstract
Data-driven marketing is a crucial part of digital transformation, revolutionising how businesses operate in emerging markets. By leveraging customer data, organisations can understand consumer behaviour, predict preferences and provide personalised experiences, contributing to sustainable growth with precision. However, navigating this landscape comes with its unique set of challenges.
This chapter guides readers through the intricacies of implementing data-driven marketing strategies, including data quality, privacy, ethics, data security and complex analytics models. The aim is to optimise marketing strategies, maintain ethical standards and build trust with customers within the framework of sustainable development.
The goal is to empower readers to leverage data-driven marketing for positive change in the ever-expanding domain of digital transformation for sustainable development in emerging markets.
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Karishma Mohamed Rafik Qureshi and Bhavesh G. Mewada
The present research identifies and prioritizes the critical success factors (CSFs) for Lean 4.0 (L4.0) implementation in small and medium enterprises (SMEs). L4.0 integrates Lean…
Abstract
Purpose
The present research identifies and prioritizes the critical success factors (CSFs) for Lean 4.0 (L4.0) implementation in small and medium enterprises (SMEs). L4.0 integrates Lean principles with Industry 4.0 (I4.0) technologies, for instance wireless networks, Internet of things (IoT), big data, cloud computing (CC), etc., offering significant opportunities to enhance operational efficiency by reducing non-value-adding activities.
Design/methodology/approach
This research adopts the “Fuzzy Decision-Making Trial and Evaluation Laboratory (FDEMATEL)” methodology to examine and assess the connections between CSFs for L4.0 implementation. Data were gathered from SMEs using qualitative and quantitative approaches to ensure comprehensive insights into the critical enablers of L4.0 adoption.
Findings
The study identifies Top Management Support and Commitment, Employee Training and Financial Capabilities as the most important CSFs for L4.0 adoption in SMEs. These factors significantly impact the adoption process, providing actionable insights for SME leaders to overcome challenges and optimize implementation strategies.
Originality/value
This study contributes to the growing knowledge of L4.0 by highlighting key CSFs relevant to SMEs, a sector often constrained by resources but crucial for economic development. The findings provide a practical roadmap for SME entrepreneurs to achieve operational excellence and competitiveness through effective L4.0 adoption.