Mediating variables in the relationship between market orientation and supply chain performance : a theoretical approach

Tukamuhabwa Rwakira, Benjamin and Eyaa, Sarah and Friday, Derek (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). pp. 99-107. ISSN 2219-6021

Abstract

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.