Supplier Relationship Management Quality And Marketing Performance: Does Strategy Matter?

Abdelsalam Hamid Abakar*, Al Beisani Al Nabulsi Yousif, Noorul Shaiful Fitri Abdul Rahman, Swar Dahab Khalil Alshareef

*Motsvarande författare för detta arbete

Forskningsoutput: TidskriftsbidragArtikelVetenskapligPeer review

Sammanfattning

This study addresses the link between supply chain relationship and marketing. The proposed research is rarely tested in an interdisciplinary area and may give more insight into performance phenomena. Therefore, this study has adopted a descriptive methodology founded on the resource-based view theory. A questionnaire was the primary tool for collecting data from a non-probability sample of Sudanese industrial companies. A total of 155 respondents participated in the survey. The study discovered that supplier relationship management quality did not affect the marketing performance of Sudanese industrial companies, where all the relationships had no positive effect on marketing performance. Furthermore, the results indicated that a supply chain strategy does not have a moderation effect. Finally, the study came up with theoretical and practical implications and suggestions for further research.
OriginalspråkEngelska
Referentgranskad vetenskaplig tidskriftPolish Journal of Management Studies
Volym24
Nummer2
Sidor (från-till)136-155
ISSN2081-7452
DOI
StatusPublicerad - 29.12.2021
MoE-publikationstypA1 Originalartikel i en vetenskaplig tidskrift

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