Moderating role of Market Orientation on the relationship between Supply chain linkages & Supply chain performance
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Date
2013
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Publisher
UMT.Lahore
Abstract
The purpose of this research was to examine the link between Supply chain linkage
strategies, market orientation, and supply chain performance, and to develop a model that
describes the relationship among the three. The research studying supply chain management
and its interactions with other strategic areas such as market orientation has been scarce in
Pakistan. Therefore, a cross-sectional survey using snowball sampling approach was
employed which resulted in a total of 84 responses from the managers working in the
functional areas of supply chain and marketing in manufacturing companies of Pakistan. A
hierarchical regression analysis was carried out to find the relationship between supply chain
linkage strategies and supply chain performance using market orientation as a moderator. The
results show that supply chain linkage strategies significantly impact the supply chain
performance whereas; no evidence of moderation by market orientation has been indicated