Supply Chain Management Practice and Operational Performance The Mediating Effect of Market Orientation In Sudanese Manufacturing Companies

Abstract

Effective supply chain management (SCM) has become a potentially valuable way of securing competitive advantage through enhancing operational and improving organizational performances since competition is no longer between organizations ,but among supply chains. This study propose conceptual model by examining the mediating effects of market orientation on the relationships between SCM practices and operational performance This study employed the descriptive method where convenience sampling and self-administrated survey questionnaires were send to 120 manufacturer companies in Sudan, the rate of return (98.3%) questionnaire . This research used reliability and validity test .Then, path analysis with linear regression to prove the mediation effect was used for the data-analysis. The results showed that there is a statistically significant impact of the dimensions of SCM practice on the conformance, information sharing and integration have significant effect on time to market, information sharing and customer management have significant effect on cost, information sharing and supplier management have significant effect on reliability . The results shows that the mediating effect of customer orientation has significantly partial affect the relationship between SCM practice (information sharing, integration) and operational performance (reliability). Since competitor orientation mediating the relationship between information sharing and reliability. Furthermore, a new dimension was developed in operational performance (time to market, cost, conformance and reliability) .since if manufacturing companies focus on market orientation on their SCM practice , the operational performance increased , moreover the organizational performance increased and customer satisfy .