TECHNOLOGY INNOVATION, SUPPLY CHAIN RISK AND DIGITAL MARKETING TOWARDS BUSINESS PERFORMANCE. A CONCEPTUAL STUDY IN LIVESTOCK INDUSTRY IN MALAYSIA

Abstract

The livestock industry has become the most dynamic market globally. This is being driven largely by demand due to growth in purchasing power and modern technology. With the constant improvement of the degree of livestock products trade, the market operation and structure of livestock products are also transformed. The survival and development of the livestock industry are dependent on the comprehensive strength of the whole industry chain, therefore, the study of the technology innovation, supply chain risk, and digital marketing towards the business performance of the livestock industry in Malaysia is required. Hence, the ability to conceptualize, observe and give due recognition to the possible relation amongst these variables in question by the livestock industry, perhaps could bring about an insightful engagement for the betterment of the livestock business performance. This paper does not attempt to provide a comprehensive overview of livestock markets and trends in Malaysia or elsewhere in developing countries. On the basis of this, the relationship between technology innovation, supply chain risk, digital marketing, and livestock industry performance is used in this paper, which improves the whole performance of the livestock industry and enhances international competitiveness.