The Mediating Role of Value Co-creation on the Relationship between Structural supply Chain Orientation and Marketing Adaptiveness: A Structural Equitation Model

Abdelsalam Hamid Abakar, Arafa Gebreel Abu Naseib, Emad aldeen Essa Eshag

Research output: Contribution to journalArticleScientificpeer-review

Abstract

The success of the supply chain depends upon the ability to adjust the interests of various stakeholders of the supply chain members, which is has become a
necessity to maintain a competitive advantage in a dynamic environment. SCO affects not only the single firm performance within the supply chain but also the
overall performance of the supply chain. Drawing on RBV this study seek to investigate the mediating effect of value co-creation on the relationship between Structural Supply chain orientation and marketing adaptiveness of industrial firms in sudan. the study collected a data from non probability sample of 180 manufacturing firms, This study applies structural equation modelling (SEM)
method for data analysis using The result indicates. That both Cooperative Norms and value co-creation significantly contribute to the marketing adaptiveness, also credibility have significance effect on value co-creation. The finding also suggests that value co-creation partially mediates the relationship between structural supply chain orientation(credibility) and marketing adaptiveness. Moreover industrial firms can more adaptability in marketing by maintaining and developing cooperative norms and participating partners
in the process of creating value.
Original languageEnglish
Peer-reviewed scientific journalInternational Journal of Supply Chain Management
Volume7
Issue number1
Pages (from-to)112-129
ISSN2051-3771
Publication statusPublished - 28.02.2018
MoE publication typeA1 Journal article - refereed

Keywords

  • 512 Business and Management
  • supply chain orientation
  • structural SCO
  • value co-creation
  • marketing adaptiveness

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