The livestock industry has become the most dynamic market worldwide. This is driven largely by demand due to growth in purchasing power and modern technology. The survival and development of the livestock industry is dependent on the overall strength of the entire industry chain. Therefore, a study of technological innovation, supply chain risk, and digital marketing towards the performance of the livestock industry in Malaysia is required. The ability to conceptualize, observe and give due recognition to possible relationships between the variables are questioned by the livestock industry. This paper attempts to provide a comprehensive overview of the current market conditions and scenario of the livestock industry in Malaysia or elsewhere in developing countries. The views of the experts involved are also taken as input in this conceptual study. On this basis, the relationship between technological innovation, supply chain risk, digital marketing and the performance of the livestock industry is conducted. This study is conducted to increase the number of reading materials in the livestock industry as well as to improve the overall performance of the livestock industry and be more competitive at the international level.
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