SUPPLY CHAIN INTEGRATION IMPACT ON FIRM PERFORMANCE UNDER THE MODERATING ROLE OF COMPETITIVE STRATEGIES

Abstract

Purpose: The ultimate purpose of this research is to coming up with the evidence regarding the efficiency of different supply chain integration (SCI) on the firm performance under different competitive strategies. Methodology and design: The research methodology is based on survey, collection of data is questionnaire which is primary data in nature. The data has been collected from 138 respondent which belongs to the field of supply chain or similar field. Findings: The finding from the research showed that by implementing the competitive strategies in the firm influenced the effectiveness of SCI practices. It also shows the impactful influence of SCI on the overall firm performance which includes internal and external (process and product) integration. Limitations: The data collection process affected due to the lack of time. There was limitation to collect data from person to person who are affiliated with supply chain department. So that’s why questionnaire has been sent through email. Recommendations: The SCI practice and competitive strategies should be use consistently so that can improve and bring more positive impact on the company performance.