Sheikh Wajid Rahman2025-09-252025-09-252013https://escholar.umt.edu.pk/handle/123456789/6949The aim of the current study is to empirically investigate the relationship between product nature discussed in marketing literature and supply chain strategy. A cross-sectional survey based approach and snowballing technique was used to collect data for the study, total 79 responses were gathered through this effort .Data were collected from the managers working in the functional areas of marketing and supply chain managementenThesis