3MT1559: BIG DATA HARMONIZATION THEORY AFFECT SUSTAINABLE MALAYSIAN POULTRY INDUSTRIES: A GROUNDED THEORY ANALYSIS

SITI HAJAR BAHARIN UiTM CAWANGAN JOHOR, KAMPUS SEGAMAT

VIC25 | Virtual 3MT

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The most significant segment of livestock farming in Malaysia is the poultry industry; it continues to be held back by operational hurdles caused by disjointed automated data collection interfaces, manual reporting systems, and inefficient inter-stakeholder collaboration. This research aims to demonstrate the prospective augmentations to resilience and sustainability of the poultry supply chain by Big Data Harmonization (BDH). Expert interviews reveal absent integrated data systems as well as weak collaboration. A grounded theory framework incorporating big data integration and coordination management is proposed. This model fills the academic gaps and, at the same time, serves as a practical remedy for policymakers and stakeholders, demonstrating that BDH is, in fact, a transformative strategy in the course of sustainable agriculture development in Malaysia, rather than simply a technical solution.