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Market Orientation and Supply Chain Performance, Mediating Role of Supply Chain Management Strategy: An Empirical Analysis
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Author(s): Pulidindi Venu Gopal (VIT University, India)and Aswini Priya (VIT University, India)
Copyright: 2019
Pages: 19
Source title:
Emerging Applications in Supply Chains for Sustainable Business Development
Source Author(s)/Editor(s): M. Vijaya Kumar (National Institute of Technology Warangal, India), Goran D. Putnik (University of Minho, Portugal), K. Jayakrishna (Vellore Institute of Technology University, India), V. Madhusudanan Pillai (National Institute of Technology Calicut, India)and Leonilde Varela (University of Minho, Portugal)
DOI: 10.4018/978-1-5225-5424-0.ch010
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Abstract
The aim of this study is to examine the supply chain performance of small medium enterprises (SMEs) in Vellore district. This research also determines the connection between market orientation and supply chain performance and the mediating effect of supply chain management strategy on the impact of market orientation on supply chain performance. The survey was administered and collected from employees and sales managers from three small medium enterprises (SMEs) in Vellore district. Correlation, regression, mediation effect using SPSS is performed to test the hypothesis. The findings of the study reveal that there exists a positive relationship between marketing orientation and supply chain performance and the manufacturing organization's supply chain management strategy mediates the connection between marketing orientation and supply chain performance.
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