Effect Of Supply Chain Orintation And Marketing Sensing On Sustainable Competitve Advantag: The Mediating Role Of Innovation Capability

Abstract

The willingness to adopt supply chain orientation and push forward the importance of marketing sensing and innovation capability to achieve sustainable competitive advantages is an ongoing challenge for companies especially in the developing countries, although the interaction effect of the firm's sensing capabilities with the supply chain orientation on the firm sustainable competitive advantage has not been extensively examined experimentally, Therefore Drawing upon the resource-based view and dynamic capabilities theory, the study aims to developed a model to investigate the interaction between supply chain orientation and marketing sensing on sustainable competitive advantage. Also to examine the mediator role of innovation capability between independent variables (i,e. supply chain orientation and marketing sensing ) and sustainable competitive advantage. Thus , the survey was used to collect the data from a convenience sample of (170) cases from Sudanese Manufacturing companies in Khartoum. And depending on the path analysis through using AMOS in Structural Equation Modeling demonstrates some empirical supports to the model of this study. The results reveal that there is a positive relationship between one dimension of SCO and SCA. Furthermore, the results indicate that the other two dimensions remained without effect on SCA ; also the results predict that MS positively influence the SCA. In addition, the mediating effect of IC shows that market sensing significantly contributes to SCA via product innovation While process innovation had no mediating effect between market sensing and sustainable competitive advantage. In contrary, the indirect (mediated) effect of supply chain orientation dimensions is not significantly on sustainable competitive advantage. In addition, the results showed that the interaction between supply chain orientation and marketing sensing make the market sensing affect sustainable competitive advantage, while the supply chain orientation was found to have no effect on sustainable competitive advantage. Based on study’s results, the discussion of the findings, the theoretical and practical implications as well as the limitations and suggestions for future research in this study are provided.