“…ORP involves measuring the efficiency and effectiveness of firms' operations, such as productivity, quality, and innovation (Chiappetta Jabbour et al, 2020). In addition to these variables, other firm performance variables include financial performance, such as total annual sales per employee, market share, brand reputation, and time-to-market (De Lima & Seuring, 2023;Sarfraz et al, 2019;D'Angelo et al, 2023;Fernando et al, 2023;Mazzucchelli et al, 2022;Rodríguez-González et al, 2022;Blasi et al, 2021;Bartolacci et al, 2018). These variables are used to measure the competitiveness and market position of firms.…”