Volume 29, Issue 4, 2020
DOI: 10.24205/03276716.2020.871
Exploring the Nexus Between the Market Orientation, Market Performance And Financial Performance Of Manufacturing Firms in KSA: Does The Supply Chain Strategy Matter?
Abstract
The main purpose of the current study is to examine the impact of the market orientation and financial performance on the market performance of manufacturing firms in KSA. Additionally, the study has examined the mediating role of supply chain strategy in the relationship between the market orientation and market performance, and between the financial performance and market performance. For the present study we had distributed total 350 questionnaires among the operation managers of manufacturing firms in KSA. Whereas we have received 280 questionnaires back from respondents. The response rate for this study was 80%. We have employed the PLS-SEM technique which is referred as second-generation structural equation modelling in the present study for inferential statistics. Findings suggest that those managers who aim to achieve customer satisfaction can successfully achieve market orientation through SCM strategy adoption. While those managers who attempt to improve SCM for enhancing their financial and marketing performance are required to particularly emphasize upon firm and supply chain performance and competition. The study is among the pioneer on the issues related to market orientation, financial performance, SM strategy, market performance of Saudi manufacturing firms.
Keywords
SCM, Market, Financial, KSA