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EMAC 2020 Annual Conference

Market orientation and relationship building as drivers of supply chain integration: Their impact on innovativeness and performance

Published: May 27, 2020


Pantelitsa Eteokleous, University of Cyprus; Leonidas Leonidou, University of Cyprus; Dayananda Dayananda, University of Leeds; Stavroula Spyropoulou, Leeds University Business School


supply chain; innovativeness; performance


Despite the rising research on different facets of supply chain management, relatively little light has been shed on the drivers and outcomes of supply chain innovations. In light of this gap, we build and test (using a sample of 215 British manufacturers) a conceptual model, verifying that market orientation and relationship building can help to enhance supply chain integration and how this later facilitates innovativeness within the supply chain and business performance. We also indicate that an information technology alignment between supply chain members is conducive to strengthening the favourable effect of supply chain management in boosting innovativeness within the supply chain.