This study explores the potential of emerging technologies (ET) in enhancing operational efficiency, market reach, customer satisfaction, engagement, and competitive advantage in the fast-moving consumer goods (FMCG) industry within underdeveloped markets. Grounded in Diffusion of Innovation (DOI) Theory, Resource-Based View (RBV), and Institutional Theory, this research investigates how supply chain and logistics technology, customer-centric technologies, digital infrastructure, and regulatory support drive technology adoption and usefulness in this sector. Through qualitative methodology, semi-structured interviews will be conducted with 15 industry experts to gain insights into the strategic and contextual factors impacting ET adoption and effectiveness in the FMCG industry. This study addresses a critical literature gap by focusing on underdeveloped markets and assessing the intersection of technology adoption, resource allocation, and institutional influences. Findings will provide actionable insights for FMCG firms, policymakers, and technology providers aiming to enhance competitiveness and drive innovation in challenging market environments.
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