Customer integration in the supply chain: the role of market orientation and supply chain strategy in the age of digital revolution

Abstract

Ever increasing demand for customization and product diversity from the customers has made it important for firms to predict changes in the customer demand patterns and adopt accordingly. Customer integration allows firms to understand customers and respond to their particular needs in a better way. This study investigates the mechanisms through which customer integration is developed and affects supply chain performance. We develop a structural model underlining the role of market orientation and supply chain strategy as factors affecting the degree of customer integration. We also investigate the contingency role of marketing – supply chain integration in these relationships. We test the hypothesized model using data from Pakistani manufacturing organizations using structural equation modelling. Our results provide support for the study hypotheses except that marketing-supply chain alignment does not moderate the relationship between supply chain strategy and customer integration.

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“…The literature reveals a devastating effect of CSC disruptions, with most studies being exploratory and theoretical investigations (See Table 1 ). Fewer studies performed analytical experiments (Aslam et al, 2023 ). Most papers empirically identify, assess, and mitigate the CSC disruptions risk, but minimal literature is available on CSC disruptions risk recovery, re-optimization, and reconfiguration strategy based on real-life scenarios.…”

“…The food supply chain faces significant demand and consumption fluctuation in the current scenario due to COVID-19 conditions (Aslam et al, 2023). Its shelves are witnessing escalated scarcity and shortages, contributing heavily to supply chain derailment (Chowdhury et al, 2020;Sentia et al, 2023).…”

“…The food and beverages industry in two major Asian countries, i.e., China and India, has faced several challenges due to COVID-19 (Memon et al, 2021 ; Yao et al, 2022 ). The lockdown and logistics restrictions led to supply delays causing demand shocks (Aslam et al, 2023 ; Rahman et al, 2021 ). Katsaliaki et al ( 2021 ) reported that 94% of the firms faced disruptions worldwide, and 60% of managers believed their firm’s risk management practices were ineffective against disruption.…”

Configuring Supply Chain as a Strategy of Enhancing Firm Performance: A study on Manufacturing Sector in Kenya

“…One of these processes is the supply chain process. While in yesteryears supply chain comprised of ordinary movement of goods and services, currently supply chain has taken the best part of the organizational processes and drives the nervecentre for competition in most organizations (Bolton & Dwyer, 2017;Aslam et al, 2023).…”