A conceptual model of the relationship between market orientation and supply chain performance

Abstract

Addressing a lack of research on the relationship between marketing and supply chain management, a new conceptual framework incorporates organizational learning, supply chain innovation, trust, supply chain management strategy, commitment, and collaboration as mediating factors in the relationship between market orientation and supply chain performance. Only by identifying the dimensions of effective performance and assessing their impact on each other can organizational leaders strengthen the bonds among partners in the supply chain toward generating the efficiencies that improve its management and performance. The proposed framework can also be used to facilitate further research into the link between market orientation and supply chain performance.