Muhammad Farooque2025-08-202025-08-202013https://escholar.umt.edu.pk/handle/123456789/4807The 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 indicatedThesis