A Systematic Review on Factors Affecting Lean Marketing Readiness in the Retail Sector in Sri Lanka

Abstract

This paper is focused on the overview of the organizational factors affecting Lean marketing readiness in the retail sector in Sri Lanka. Retail businesses are one of the fast-growing sectors in Sri Lanka. However, retails have to compete with each other for the small consumer base inside the country. Those retailers should be able to attract their consumers and communicate with them using marketing. This study is conducted as a systematic literature review by reviewing 34 papers using the PRISMA framework. This study has identified several main organizational factors affecting lean marketing readiness: Management and leadership; Lean tools, techniques, and knowledge about Lean concepts; availability of organizational resources; organizational culture and business processes; employees' involvement and skills; communication management. This systematic review is the first attempt to overview the organizational readiness for Lean marketing readiness in the retail businesses area.