Mediating Variables in the Relationship between Market Orientation and Supply Chain Performance: A Theoretical Approach

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dc.contributor.authorTukamuhabwa, Benjamin R.
dc.contributor.authorEyaa, Sarah
dc.contributor.authorDerek, Friday
dc.date.accessioned2023-03-09T17:51:51Z
dc.date.available2023-03-09T17:51:51Z
dc.date.issued2011
dc.description.abstractThis 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.en_US
dc.identifier.citationTukamuhabwa, B. R., Eyaa, S., & Friday, D. (2011). Mediating variables in the relationship between market orientation and supply chain performance: A theoretical approach. International Journal of Business and Social Science, 2(22).en_US
dc.identifier.urihttps://www.researchgate.net/profile/Bilal-Khan-21/post/What-are-Mediators-and-Moderators-in-relationship-between-innovation-and-managerial-competencies/attachment/59d631d079197b807798f94d/AS%3A367736422191105%401464686603900/download/12.pdf
dc.identifier.urihttps://nru.uncst.go.ug/handle/123456789/8135
dc.language.isoenen_US
dc.publisherInternational Journal of Business and Social Scienceen_US
dc.subjectMarket orientationen_US
dc.subjectSupply chainen_US
dc.subjectStrategyen_US
dc.subjectLearning, innovationen_US
dc.subjectCollaborationen_US
dc.subjectPerformanceen_US
dc.titleMediating Variables in the Relationship between Market Orientation and Supply Chain Performance: A Theoretical Approachen_US
dc.typeArticleen_US
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