Developing a digital marketing competitive strategic framework for Pakistan's textile manufacturing SMEs
Authors:   , Ali Nauman Moazam 
Published: November 2023

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 4 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.