Positioning marketing analytics for organisational agility in the ready-made garments industry in an emerging country context

This study aimed to examine the complex forces that influence the adoption of marketing analytics in the ready-made garments (RMG) industry in an emerging country context. The forces for change and those that impede the adoption of marketing analytics in the industry were explored. We used Lewis’s Force Field Analysis framework to inform the research. Semi-structured interviews with managers, technology experts, and government officials were conducted using face-to-face and virtual meetings. The results reveal that RMG buyers’ demand, competitors, lack of employee performance, and climate change issues are central forces pushing for implementing marketing analytics in the industry. However, the lack of knowledge, interest, and technology-skilled people, high cost, employee resistance, privacy issues, high employee turnover, and government policies are significant impediments to marketing analytics adoption in the RMG industry. The theoretical, organisational, policy, and professional implications are then discussed. Theoretically, this study contributes by creating a conceptual framework using Lewin’s Force Field Analysis. In practical terms, this study suggests that marketing analytics in the Industry 4.0 era offers significant opportunities for businesses and policymakers to increase their flexibility, competitiveness and responsiveness.