Research output: Contribution to Journal/Magazine › Journal article › peer-review
Research output: Contribution to Journal/Magazine › Journal article › peer-review
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TY - JOUR
T1 - Mediating variables in the relationship between market orientation and supply chain performance
T2 - a theoretical approach
AU - Tukamuhabwa Rwakira, Benjamin
AU - Eyaa, Sarah
AU - Friday, Derek
PY - 2011/12
Y1 - 2011/12
N2 - This study was intended to propose a conceptual frame work to facilitate further empirical studies about the relationship between market orientation and supply chain performance. It was motivated by the scantiness of studies about the link between marketing and supply chain management as well as calls from previous scholars for more research. This study establishes a conceptual model in which supply chain management strategy, organizational learning, supply chain innovation, trust, commitment and collaboration play mediating roles in the relationship between market orientation and supply chain performance. The study theorizes that market orientation improves organizational learning, supply chain management strategy, supply chain innovation, trust and commitment. Trust and commitment increase collaboration and all the aforementioned variables combined improve supply chain performance. Future researchers can use the current proposed frame work to conduct empirical studies that will fill some of the current knowledge gaps and specify significantly beneficial managerial implications.
AB - This study was intended to propose a conceptual frame work to facilitate further empirical studies about the relationship between market orientation and supply chain performance. It was motivated by the scantiness of studies about the link between marketing and supply chain management as well as calls from previous scholars for more research. This study establishes a conceptual model in which supply chain management strategy, organizational learning, supply chain innovation, trust, commitment and collaboration play mediating roles in the relationship between market orientation and supply chain performance. The study theorizes that market orientation improves organizational learning, supply chain management strategy, supply chain innovation, trust and commitment. Trust and commitment increase collaboration and all the aforementioned variables combined improve supply chain performance. Future researchers can use the current proposed frame work to conduct empirical studies that will fill some of the current knowledge gaps and specify significantly beneficial managerial implications.
KW - Market orientation
KW - supply chain
KW - strategy
KW - learning
KW - innovation
KW - collaboration
KW - performance
M3 - Journal article
VL - 2
SP - 99
EP - 107
JO - International Journal of Business and Social Science
JF - International Journal of Business and Social Science
SN - 2219-6021
IS - 22
ER -