The purpose of this article is to identify and prioritise enabling factors based on the different objectives that determine the implementation of radio frequency identification (RFID) in Thailand. Three main objectives of RFID implementation and five enabling factors were identified after reviewing literature. Interviews with 12 RFID experts were carried out to answer the proposed research questions. Analytical hierarchy process was then used to prioritise the relative importance of the enabling factors based on the three objectives of RFID implementation. The results show that 'Softer' factors are more important than the 'Harder' factors when cost competitiveness is the key objective of RFID implementation. This study contributes to the existing body of knowledge by evaluating and prioritising the objectives and enabling factors in implementing RFID in supply chain at firm level from experts' experience. In particular, the focus is on an emerging economy context. © 2013 Copyright Taylor and Francis Group, LLC.