The impact of demand chain management on supply chain performance: the mediating role of supply chain strategies: "An applied study on the Egyptian food and beverage industries"

Document Type : Original Article

Authors

1 PhD researcher Faculty of Commerce - Tanta University

2 Marketing professor Faculty of Commerce - Tanta University

3 Professor of Production and Operations Management, Faculty of Commerce - Tanta University

Abstract

This study aimed to identify the impact of demand chain management in its three dimensions; Customer integration, Supplier integration, Internal integration on supply chain performance. As well as identifying the moderating role of supply chain strategy, whether it is an agile strategy or a flexible strategy on the relation. The study population consisted of large and medium-sized food & beverage industrial companies in Egypt. This study used the deductive approach which starts with generalists, after admitting its soundness, and ends with particulars using logical analysis to predict some findings of the hypotheses of the study. The primary data was collected using a survey of Egyptian manufacturers in the Food & beverage Industry. Data collected from managers and supervisors in supply chain, Marketing, production and customer services fields of the Industry. The researcher distributed 500 questionnaires, the valid was 342 with response rate 68.4%. Then, SEM was used by AMOS V.24.
The results concluded that demand chain management in its three dimensions had a significant positive impact on supply chain performance, and the supply chain strategy had a significant moderating effect on the relationship between demand chain management and the supply chain performance, whether it is an agile strategy or a flexible strategy. The study found that the agile strategy had the greatest moderating effect.

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