Purpose This research work aims to provide a comprehensive understanding of the dynamics surrounding the adoption of analytical capabilities in supply chains, with a specific focus on the Technology-Organization-Environment (TOE) enablers. It seeks to fill a critical gap in the literature by examining the interplay of these enablers and the moderating effects of complexity, culture, and government policies and regulations, particularly in the context of emerging markets. Design/methodology/approach The study adopts a positivistic epistemological approach, employing a deductive methodology to investigate the proposed relationships through quantitative techniques. A cross-sectional survey method was utilized, with an approved questionnaire based on established scales administered to respondents, ensuring robust data collection and analysis. Findings The findings reveal that TOE enablers significantly influence the intention to adopt supply chain analytics, while complexity, culture, and government policies and regulations play key roles in shaping this relationship. By integrating the TOE framework and the resource-based view (RBV), this research advances understanding of analytics adoption in emerging markets, positioning analytical capabilities as strategic resources for competitive advantage. It also highlights the unique challenges faced by firms in these markets, including limited technology access, underdeveloped infrastructure, and financial constraints, emphasizing the need for tailored strategies to address these barriers and enable smoother transitions to analytics adoption. Originality/value By drawing from the TOE framework and the RBV, this research provides a robust, multi-theoretical model that advances the understanding of supply chain analytics adoption, particularly in emerging markets. The study positions analytical capabilities as strategic resources that can drive competitive advantage, offering insights into the dynamic interplay of enablers and moderators in this context.
Sood et al. (Tue,) studied this question.