Academic Master

BUSINESS, Business and Finance

Supply chain collaboration Research Paper

Table of Contents

Dedication 3

Acknowledgement 3

Abstract 3

Introduction 4

Research problem 8

Research objectives 9

Hypothesis 9

Literature review 10

Supply chain collaboration 14

Decision synchronization 20

Goal congruence 23

Collaborative communication 25

Information sharing 28

Methodologies 40

Independent Variables: 40

Dependent Variable: 41

Research Analysis: 41

Demographics: 41

Research Discussion: 41

Limitations and Future Direction: 44

Recommendations: 51

Conclusion 53

References 55


We dedicate this project to our supervisor. He has helped us a lot throughout this project. Constant motivation and support of our supervisor enable us to complete this project.


Without the assistance and constant support of our supervisor, the work would not have been probable. Our marketing teachers have taught us all the basics and rules of supply chain collaboration. We are thankful to our teachers without them it was not possible to complete such project. We are thankful to our teacher in management. She has helped us throughout the project. We were able to understand the critical factors having an impact on the supply chain collaboration effectiveness just because of her work. She taught us some skills and knowledge which was helpful throughout this project. In the pursuit of this project, our family members have helped us a lot throughout. As they worked hard with us while researching. Our parents have helped us a lot, as it is due to their guidance and hard work we have completed this project. Our parents are our role models, and without them, we are unable to do anything in this life. We would like to thank all the industries and organizations that allowed us to conduct surveys. The honest and humble response of the companies helped us to complete such difficult project.


Presence of intense competition forces the companies to involve themselves in the supply chain collaboration. It is done with the engagement of upstream and downstream partners. A key is required to make it ensure that the participating members are working on their right track to face the critical factors involved in the supply chain collaboration. The collective working and performance of the company facilitate all the members involved in supply chain collaboration. Previous researchers have focused on the intra-company supply chain collaboration instead of inter-company collaboration. The companies require a proper understanding of collaborative learning amongst the members who are participating and encouraging the companies to improve the supply chain program as a whole. The research work is done specifically to understand the scenario of supply chain collaboration and all the critical factors which are affecting it. It links the collaborative performance by the companies with the collaborative performance made by the members. The current status of supply chain collaboration among the members is discussed in this research work. It acts as a helpful strategy while identifying performance gaps and systemizing initiative improvements. Many companies have involved themselves in the supply chain efficiency for recent years as it has become an important element. The paper focuses on the literature review operation that researcher’s tools and methods for the collaboration in the supply chain. For both vertical and horizontal collaboration, the optimization method is used for the collaborative supply chain. Specifically, in the horizontal collaboration, the management of collaborative transportation is the most present thing in the literature. The process of decision synchronization, information sharing, goal congruence, and collaborative communication is discussed in this paper. Several methods used for the stimulation collaboration processes are also involved.


For the supply chain success, supply chain collaboration is considered as one of the best options. However, companies find it difficult to achieve ideal supply chain collaboration. To hinder the collaboration between the firms is a factor that is presumed. Many studies have suggested it that a severe competition falls between supply chains. Some companies find it difficult to work with opposite chains. The paper addresses the ways through which supply chain collaboration can be achieved between the companies, and effective competition can be held. Basic models used in this research paper includes the collaboration between firms which specifies customers, manufactures, suppliers, and competition in the supply chain. Firms have used the supply chain collaboration over a few decades in order to enhance their strategic management. It is considered as a critical element for the corporative strategies. Many firms are unaware of the benefits that can be achieved through conducting the supply chain collaboration. Several interpretations are conducted when the term supply chain management is used by the companies. Supply chain collaboration is a term that is used in the activities of supply chain partners who have a concern with the cost effective, time, profit, a reliable creation, and satisfactory work for their customers. Collaboration is of many kinds taken as horizontal, vertical, and lateral collaboration. It has implemented different relationships among the supply chains. While entering into supply chain arena, there are some terms and conditions which are not known by the people. Some concepts are difficult to understand until a research work is done on them. Some research work is required to put a better understanding in this field. Different people in different fields of life have different concepts about supply chain collaboration. A person cannot take supply chain collaboration as a fancy term for knowledge sharing, as the supplying collaboration does not require a huge or large supply chain to create multiple companies and their available intelligence. System integration is not meant by supply chain management.

Somehow, using information technology tools makes information available for the companies. Supply chain collaboration is considered as a nutshell when more than two companies or organisations work together. They communicate with each other and come closer to share some objectives. The objectives are taken as cost reduction, improvement in customer services, or specific aspects of supply chain management improvement (Angeles,2001). Simply, it is stated that two companies combine with each other and their customers collaborate. As it can be taken in the form of examples say, a wholesaler can collaborate with the retail market or with the manufacturer for the sake of purchasing goods. The manufacturer can collaborate with the supplier of raw materials. It not only adds values to its goods but the end customers. The raw material supplier can collaborate with the transport companies to generate large-scale profit and cost manufacturing processes (Cao & Zhang,2011).

In any company, the main processes include conversion of recycled products into good on for selling purposes. For selling, distribution of those products among customers and the retail manufacturer would collaborate the maximum supply of energy and efficiency. To enhance the cost-effective reliability, the customers, need supply chain collaboration among them. Collaboration degree is more attracted towards the customers than the rules (Chen, 2004). More organisations are trying to collaborate so does a new culture is evaluating. Collaboration is considered as an important buzzword in this modern era. Collaboration is not as easy as people think. Proper and steady work is required to collaborate the companies with each other so that several companies can share their technologies and information. The supplying chain system of each company is shared with the other, and in this way, the organisations laid the formulation of a supply chain collaboration. In the supply chain collaboration process, every company has some brave leaders, and they are afraid of sharing their respective information (Chopra et al,2016). They can show people how collaborative chain supply can manage and the concept can be continued to gain profit, acceptance, and popularity. In the future, supply chain collaboration is important as it is more likely to be linked with the concepts a company is familiar with (Goffin,2006). Organisations have overlooked for many opportunities to maintain their work and to gain efficiency. Companies require the external and internal sources for the supply chain collaboration. It is a collaboration of knowledge between the customers, manufacturers, suppliers, and owners of a company. The main purpose is to use resources provided by the organisation and then integrate the information to achieve a common goal for the sake of profit (Dyer,2000). Companies work together to achieve a common goal and mutual benefit. Some essential factors required for supply chain collaboration includes sharing of information, the creation of joint knowledge, decision-making in joint form, intensive sharing, and goal congruence. Successful implementation of supply chain collaboration gives the competitors an opportunity to edge over others. The paper has some aims of introducing the practices for supply chain collaboration. In the empirical research, the concept of supply chain collaboration is used which is described in this paper (Daugherty,2011). Supply chain collaboration is of significance importance specifically in production companies. Some constrain arise only due to the nature of products of industry (Goffin,2006). Some organisational issues and logistics which are related to activities limited the working of supply chain collaboration (Dyer & Singh,1998). The ability of customers to interact with others is the ability of the organisation to develop and grow. Some writers have recognized that there is a need for collaboration in the supply chain in order to establish long-lasting relationships and partnerships with the suppliers. Every customer has its exceptional value, and he expects something unique form the company. Supply chain collaboration is not always easy to achieve among the customers (Goffin,2006). For the development of e-business procedures, the supply chain collaboration is necessary, and it is developed by the maintenance of information technology and communication technology system (Lamming,1986). The business environment is related to some factors having specific industrial features, endogenous firm characteristics, supply chain continuation, and enabling of the collaboration opportunities (Kalwani,1995).

Potential barriers are there in the supplying of the collaboration among the organisations, but despite the barrier, the collaboration process is much more than just an option. Based on the existing framework of supply chain collaboration, the paper focuses on the upcoming concepts and features which are arising in oriented research. While establishing an industry, the pressure is raised from competitors on that specific company. In this way, the companies and customers collaborate with each other just to reduce the external pressure and to encourage greater vertical and horizontal co-ordination (Lamming,1986). The concept of collaboration is far beyond the organisations and companies working together. It is a concept that goes beyond commercial problems (Kalwani,1995). The concept of collaboration between the companies has received increased attention in the literature of supply chain (Goffin, 2006). Regarding supply chain collaboration there is a school of collaboration supply chain that teaches this concept. The notion is applied typically at the members of a company working together (Lavie, 2006). They can work together; can achieve coordination beyond the boundaries of the organisation. In this way, customers find their needs fulfilled by collaboration. Supply chain collaboration has been distinguished by two pillars. These pillars deal with the design and government of the supply chain activities (Ellinger, 2002). It also collaborates with the establishment and maintenance of supply chain relationships.

Research problem

In today’s era, majority of the organizations have to think about their profit marks, and they should think out of the box. The organizations can work on the competitive edge by using supply chain collaboration with the partners (which are present in other organizations). The research statement here is that several critical factors are present and these factors have an impact on the supply chain collaboration effectiveness. The question arises here is that a huge number of theories have been presented by the researchers (Goffin, 2006) and these theories are still not enough to describe the complexity of the new dynamic era. In Pakistan, the industrial work can help in the collaboration of supply chain management. No work has been done on the supply chain collaboration factors, and in this way, these factors are critically affecting the effectiveness and efficiency of supply chain collaboration. The factors through which supply chain collaboration effectiveness can be achieved are crucial of Pakistani industries.

Research objectives

The research paper has main objectives that focus on the effectiveness of supply chain collaboration. The research paper explores the supply chain factors which are effecting the supply chain collaboration effectiveness. The impact of decision synchronization on the effectiveness of supply chain collaboration. The impact of information sharing on the effectiveness of supply chain collaboration. The research work also states that goal congruence also has impact on the effectiveness of supply chain collaboration.


  • The hypothesis for the research work is as follows
  • Ho: Decision synchronization has no impact on supply chain collaboration effectiveness
  • H1: Decision synchronization has an impact on supply chain collaboration effectiveness
  • Ho: Goal congruence has no impact on supply chain collaboration effectiveness
  • H1: Goal congruence has an impact on supply chain collaboration effectiveness
  • Ho: Collaborative communication has no impact on supply chain collaboration effectiveness
  • H1: Collaborative communication has no impact on supply chain collaboration effectiveness
  • Ho: Information sharing has no impact on supply chain collaboration effectiveness
  • H1: Information sharing has an impact on supply chain collaboration effectiveness

Literature review

It is a fact that long term acclimatization along with sharing of different opportunities and rewards is necessary for a successful chain supply management. The main force behind the success of supply chain is collaboration among different shareholders. This collaboration has a very positive effect on overall effectiveness, efficiency and profitability if chain (Lee,2002).

Professionals have analyzed the convention of efficient customer response in grocery industry just to define how and why collaboration in supply chain management. The most important benefit of this collaboration was the development of the relationship between the supplier and user. The factors which were considered a key to successful collaboration included:

  • Eagerness to bring change and innovation
  • Understanding stakeholders business perception
  • Common targets and aims
  • Sharing all kind information among all business partners
  • Useful and appropriate motives

Similarly, (Fawcett,2008) observed and studies different literature reviews and interviews of professionals just to understand the seven basic types of supply chain collaboration used by ancestors such as mapping of supply chain and its role, information sharing and working of system, management commitment, management of people and stakeholders, trust building, observing the working of supply chain. According to a survey collaboration among the members of the firm should be based on the changing conditions and circumstances in spite of firm competition. After it, (Fawcett,2011) provided different firms and business markets a filed force approach when starting supply chain collaboration. This approach help partners and stakeholders in developing solutions based on collaboration. The main aim of these solutions is to resolve different supply chain issues. This whole process helps in creating consistency among different business policies and also helps in fulfilling demands of customers effectively.

Another author (Chen,2011) after observing the resource-based view of markets and firms described the impact of relationships based on collaboration developed with logistics providers of the third party on the buyers. The author (Chen,2011) used information based on the survey held in China. He used information based on the top 3PL expertise of customer services, the championship of top management and Guanxi. After it, (Hartmann and DeGrahl,1976) used the same resource based review and used data from a survey being held in Germany. The main aim of this was to describe how communication and information sharing among supply chain partners help in the development of supply chain collaboration.

After this grouping work, another group of authors including (Zacharia,2009) worked on this supply chain collaboration by keeping collaboration between different firms its main focus. These are called as episodic collaborations. These collaborations have some beginning and it ended. And the author found it worthy. He found that these episodic collaborations have a better impact on overall supply chain collaboration. Such collaborations describe the overall performance of a firm.

(Fawcett,2011) described the formation of supply chain collaboration in a firm by keeping the same resource base with a different perspective. He observed that collaboration used to impact not only business competition but the overall business market. A survey based on 6 countries industries showed technical relationships between partners helps more in development of collaboration.

In 2000’s importance of supply chain collaboration in the overall performance, the firm became an important topic. In a survey of some senior logistics and executives of different supply chain showed that internal collaboration among departments of firm effects overall performance of its logistic service. It also showed that internal collaboration is more important than external collaboration.

(Sinkovics and Roath) also found that collaboration with third party logistics had a very intense positive impact on working of firm. (Cortson and Felde,1951) used research work based on Switzerland’s user and supplie’rs relationships just to show a connection between the user or supplier collaboration and innovative ability of buyer and overall performance of a firm. The conclusion of this research showed that in the presence of high trust buyers innovative capabilities are better than in the presence of low trust. Buyers with low dependence on their supply chain stakeholders mostly experienced better innovative capabilities than those who are more dependent.

After that, another author (Min,2000) and his coworkers observed researchers and interviews just to create a conceptual model based on supply chain collaboration. This model must have included all the outcomes and antecedents. The main advantage of this collaboration was the development of collaboration among different parties along with the increase in effectiveness, efficiency and profit value of the firm. He also observed that these advantages took some time me before becoming visible. This is a time taking process. Rosezwing used research works from different U.S executives working in different firms to develop a positive relationship with electronic collaboration along with buyers, suppliers, business work and operational performance. At that time, he also established some boundaries. And the result made it clear that only the environmental munificence stressed the overall electronic collaboration relationship among the parties (Mentzer,2000).

After that (Mishra and Shah,2001) two professionals started working on understanding the impact of collaboration on different markets and new products development. Aurther used two factors. One included cross-functional, supplier and buyer involvement known as collaborative competence. By using this collaborative competence, he took data from six different countries including the U.S. And the result indicated that there is a direct relationship between the collaborative competence and products performance. After it, Mishra and Shah, Sanders and Stank showed that external collaboration also has a great impact on working of a firm (Stank et al, 2001).

(Cao and Zang,2011) also worked in making collaboration more clearly by observing resource base review. They observed that buyers collaborative and innovative capability impact overall collaboration performance. (Zacharia,2009) put forward his observation that management of a firm should learn from past collaboration just to make future collaboration more successful.

Many firms use do face many difficulties in making collaboration successful. As it is not an easy task. (Mejias-Sacaluga and Prado-Prado,1997) have used research work based on a Spanish grocery chain. The main aim of this research was to understand the buyer’s perspective on the collaboration between firms. The result shows that collaboration form from management and has a proper design is more successful. Lack of internal support leads to poor external collaboration between firms. Moberg and Speh observed that firms and industries which use less questionable practices in their business have more successful collaboration. It is because in such firm there is high trust level among different parties and stakeholders (Chandler et al,2009).

Supply chain collaboration

The main argument of today’s era about the competition of companies is done by authors. Many authors (Simatupang & Sridharan,2002) have defended it that the completion taking place between the firms is not limited to the edge of the competitor in the market. But it is about having efficient and effective supply chain collaboration. For the whole stream, the collaboration of supply chains among companies and organizations is beneficial (Park, 2004). It is declared by an author that for well-developed business system and operational decision-making processes the engagement of collaborative supply chain is important. In this way, the investment becomes successful. In recent years, companies used to work lonely and made their decisions. At that time, the technology was not up to date. Business and growth were not globally, and the completion was not so tough. Today, due to enhancement of competition and globalization, it is difficult for the companies and organisations to work in isolation (Nagi,2004). The new technological developments and uncertainty of markets demands from the organizations that they must think out of the box. An author has defined collaboration of supply chains as a partnership process. (Dyer,2000) has stated that two firms work together on a single plan just to execute the operational decisions in supply chains. Several companies work together to achieve a common goal by collaboration. Supply chain management has considered various capabilities and various value creation strategies to battle with the intense competition (Park et al, 2004). Two companies working together on a single goal. The working scenario of two companies is a common edge and higher profit, this success is not achievable in isolation. It is defined as the collaboration of supply chains. In recent researcher’s work, companies took long days just to made products and masses. Suppliers were kept at arm distances, and they had to travel miles to supply the product. And in return, the customers dumped the products as they did not like it. At that time no collaboration was there. In this aspect, today’s research has declared that everything needs collaboration (Simatupang & Sridharan,2002). Planning and collaborative response from everyone’s side help in reducing the loss and enhancing the profit and goods production. In recent years, many organizations have failed due to lack of supply chain collaboration. (Dyer, 1998) has described an agro-industry who decided to work in isolation. It was difficult for the organization to solve every problem alone and the organization went at loss. A win-win situation is achieved by the companies which are involved in the supply chain collaboration (Tsou, 2013). In the new beginning of organizational network, latest strategies are developed. Things have made complex due to many reasons and with the shrinking life cycle product. Supply chain collaboration in this aspect can help the companies to manage the situation and to work with latest techniques. In this way, the customer can get the right product at the right time and the right place. Customers are facilitated by providing high standard products as stakeholders are involved in this process (Soosay,2015). Despite the concept that it is a downstream or an upstream process. Stakeholders work in partnership when supply chain collaboration is managed (Tsou,2013). The latest research by (Goffin, 2006) has described that when successful collaboration among the partners is achieved, supply chains along with effective and efficient working response to dynamic market requirements. The effectiveness of supply chain collaboration creates the strategic goals achievable for both companies. The organizational performance is enhanced, wastage is minimized, and the dynamic and modern market challenges are completed (Goffin, 2006). Organizations can have access to the complementary resources through the effectiveness of supply chain collaboration. In the research paper, the author has described the sharing of risk control factors among the organizations. Sharing risk factors not only reduce the transaction costs but create higher productivity rate (Chopra et al,2016). Collaboration among companies makes higher profit performance and works for competitive advantages. Suppliers and customers were at a loss in recent years’ research (Goffin, 2006). In previous research papers, many factors such as commitment, adaption, trust, promotion of relationship among costumers, stakeholders, topology, technology availability, collaboration level, strategy of business, innovation in the supply chain processes, communication and collaboration relationship, relationship effort of two companies, operational decision making, coordinative structure with legal protection, support from government, intra-company relationships, sharing strategy of information, planning and collaboration, alignment which is incentive, sharing of resources, knowledge and skill creation, availability of information were not identified as a requirement of supply chain collaboration (Kalwani,1995). These factors are required for a successful supply chain collaboration, and latest organizations are implementing these factors in their business processes (Lockamey, 2004). Many researchers have stated that in the new era of business, the organization needs to think out of the chatter box. The organization needs to work with latest strategies so that greater competitive edge can be obtained (Park, 2010). The literature works of researchers have shown that doing little work on the critical factors for supply chain collaboration is effective (Lockamey, 2004). Current theories are somehow sufficient to develop the strategies that can overcome the complexity of new era. But these theories are still insufficient as research work goes on. Pakistani manufacturing industries can help to contribute a lot to the supply chain manager so Pakistan (Chopra et al,2016). The researchers have found the impact of decision synchronization on the supply chain collaboration (Lamming,1986). Many success factors have explored which are essential for the supply chain collaboration effectiveness. It is studied that previous organizations did not focus on information sharing procedures while it has a great impact on the supply chain collaboration effectiveness. Collaborative communication is also essential to the effectiveness of supply chain collaboration effectiveness. The research work has added empirical evidence to the studies of supply chain collaboration (Soosay, 2015). Research studies have proved the supply chain collaboration beneficial for the organisations and managers. Many researchers have provided the definition of supply chain collaboration. Summarizing all these definitions stated that planning in the cross-firm way, the implementation which is operational, and measurement between two firms is known as supply chain collaboration (Chopra et al, 2016). The improvement of the whole organization and its members to achieve a win-win situation which is beneficial for everyone is considered as supply chain collaboration. According to the researcher (Ellinger,2002) two or more companies work together to achieve success and to enhance profit. Several factors are described on the internet which affects the effectiveness of supply chain collaboration. More than 28 factors are described if the research papers of last years are studied. To improve the efficiency of the supply chain management, the organizations are working for many years. In the collaborative advantage, the concept of supply chain collaboration is rooted (Nagi, 2004). The activates under the supply chain management are inter-dependent and requires strategic alliance and collaboration, and it is revealed by collaborative paradigm. The sum game results of supply chain are positive rather than zero, and it is done only through collaborative advantage perspective. The literature work of supply chain collaboration identifies 1) resources based review, 2) resourced view perspective extension which is used to examine the supply chain collaboration (Simatupang & Sridharan

Explained by (Park, 2004) resourced-based view, is a theory that explains the present perspective, in which the companies combine their effective resources and strategies in such a way so that the companies can achieve common goals. In this way, the organizations can achieve competitive advantage in a dynamic market. In recent years, there were organizations that did not use such strategies and technologies so that these companies did not use such options. The core competencies in any firm are understood by the supply chain collaboration (Simatupang & Sridharan,2002). The organizations are able to realize their economic sale which is helpful in enhancing the profit. In this way, the market positions is improved and by availing certain opportunities companies get benefits (Park et al,2004). The theory resourced-based view is used to control resources and values are created in this way. Organizational are allowed to focus on internal resources. Process efficiency is used to measure the effectiveness of supply chain collaboration. As the efficiency process offers quality, innovation, flexibility, and firm performance (Nagi,2004).

Another theory presented by (Mentzer, 2002) is extended the resourced view, enhanced the concept of the resourced-based view. Latest research work about supply chain collaboration has presented the benefits which are associated with the employees right (Park, 2011). According to the latest research, work the theory extended resourced view allows the firms to achieve competitive advantages (Hudnurkar, 2014). Resourced based view was extended by (Lamming,1986), and he has described that several internal and external resources are combined to achieve the effectiveness of supply chain collaboration. This effectiveness leads towards the competitive advantage in the market. (Lavie, 2006) has focused on the results of joint value creation which is due to the collaboration of external and internal resources.

When firms come to the market for goods production and delivery procedures, they have a lot of options to earn. Some organizations become huge and vast with in time, while some seek for collaboration with others to get success described by (Lockamey, 2004). The companies collaborate with each other and perform all the tasks which are related to the manufacturing procedures and the production of goods and services (Kalwani,1995). In recent studies, it is assumed that organizations did not focus on collaboration and parenting with other organizations for business functions. In this way, companies got to know about the latest technology and information sharing strategies so that they started collaborating with each other (Kogut, 1988). Research work has stated that organizations activated their members to communicate with other members of other companies by using combined resources. Members of different companies worked together with joint skills and knowledge as alone they could not perform effectively. The supply chain has provided end benefit and profits to the customers by looking to capitalize the skills of the individual organisation. Further, (Ellinger,2002) has gone beyond just the concept of supply chain collaboration as he has focused on the critical successful factors. These success factors have an impact on the supply chain collaboration effectiveness. The relationships of collaboration are strong and long-term. These relationships have been described in previous research papers, and they developed new or improved practices. As all the information regarding the positive behaviour of supply chain collaboration is described. It is also discussed by (Goffin, 2006) that not all the partnerships and strategies are successful and beneficial. Some barriers are still there having lack of collaborative communication which in result effects the supply chain. (Chopra et al, 2016) has successfully achieved the impact of customer’s performance on the cross-sectional and longitudinal information available in the collection of organizations. The study done by (Angeles, 2001) focuses on the comprehensive taxonomy of modes of coordination in the supply chain. It is studied that companies are moving forward towards the corporative relationships. It is done only to achieve the effort to make supply chain as a whole a more competitive (Tsou, 2013). The organization must have acknowledged its priorities and evaluation of information technology just to support certain arguments. The critical factors affecting the effectiveness of supply chain collaboration are discussed in literature review. The collaboration tools are focusing on the local and global impact on the supply chain performance (Soosay, 2015).

Decision synchronization

Decision synchronization is also described by authors in the past papers. Supply chain members and participants tried to bring the decision-making synchronization just to optimize the supply chain benefits (Podsakoff et al., 2012). An organisation can become successful by reducing its wastage if the decision is synchronized, and it would be beneficial for the companies which are habitual of wrong decision-making processes (Ansoff, 1988). The research work has enhanced, and it has divided the supply chain management decisions into seven key factors. These strategies include operation strategy planning, demand management, scheduling planning, production management, distribution management, and procurement promising charge by (Anderson and Gerbing, 1988). The research paper focuses on the literature review of decision synchronization and its effectiveness in the supply chain collaboration by (Autry,2010). Five factors present in the management of supply chain collaboration includes system which is performing, synchronisation od decision making process, sharing of information, alignment which incentive, and the supply chain processes which are innovative in decision synchronisation (Armstrong and Overton, 1977). The research work is done to enhance the knowledge about the critical effect of decision synchronisation on the effectiveness of supply chain collaboration (Barney,1991). The research work confirmed that decision synchronisation is essential to evaluate the supply chain collaboration under which the members of supply chain work for the effectiveness and maintenance of organizations. The performance of Pakistani industries depends on how the structure of the specific company is designed. It depends on the control system and the effectiveness of decision synchronisation (Bagchi et al, 2005). For the progress of any organisation, it is essential to provide the decision making process and information system which is operated in a synchronised manner. It is also considered that decision making information synchronisation is required for the development of the control system (Barney,1991). The research work on the supply chain collaboration has studied that decision synchronisation has the main control of the profit-making. It has been identified that the local and physical information visibility must operate the decision synchronisation after (Cao,2011) Organizations have developed the hybrid environment due to the presence of alternative visibilities and automation levels of decision and information (Cao et al, 2010). The literature of decision synchronisation has proved that previous industrial rules did not follow the concept of decision synchronization. Therefore, their supply chain collaboration was not so perfect regarding profit-making processes (Chen,2011). Under the current global environment, the literate would help the industries to engage themselves in the competitive environment. By achieving decision synchronization, the industrial managers can determine a suitable and required level of visibility and automation in the planning of supply chain collaboration (Flynn et al, 2010).

H1: Decision synchronisation has an impact on the supply chain collaboration effectiveness

Recent researcher work has described that past companies lack decision synchronization process (Mishra and Shah, 2009). But in future supply chain collaboration, decision synchronisation compares the local designs and products, in the central area, and decides either the product is ready for marketing or not. It creates an opportunity for planning the operational strategy through which an organisation can plan its operation (Frazier,1983). Proper management and planning about the future procedure are provided by decision synchronization. Organisations by collaborating with others can create a schedule of planning. In certain meetings, data can be managed, and discussion about product management can be achieved (Frazier and Tix, 2004). In today’s research, it is confirmed by authors that distribution management and somehow product management is done through decision synchronization and it is successful in the supply chain collaboration effectiveness (Goldsby et al,2013).

Goal congruence

Supply chain managers take their responsibility seriously and fulfill all the objectives of supply chain collaboration which is known as goal congruence (Priem and Swink, 2012). Author has described the agreement of goal between the participants of supply chains (Bowersox et al,1987). Goals have to be aligned when the supply chain managers want to achieve the win-win situation. Individual profitability cannot be taken into account when supply chain makers create overall profitability and improvement. The congruence of the goal is considered as the stream of alignment (Bowersox et al,1999). Goal congruence theory is used to draw the notion of goal congruence (Hair et al,2006). Negative consequences in terms of psychological failure, frustration, conflict, and short-term collaboration are experienced by the individual when there is incongruence between the members of an organization. These negative consequences effect the liability of an organization and its supply chain effectiveness. In this way, goal congruence is described important by researchers as it describes the appropriate or inappropriate behaviors (Barney,1991). Common goals between two firms develop the collaborative relationships. It is described by literature on the supply chain by (Armstrong and Overton, 1977).

In the inter-organizational relationships, the goals compatibility strategies are written in the literature review. Some recent studies have revealed that organizations did not apply goal congruence strategy in their work. It was probably due to the natural supply chain relationships which were considered by the material things (Autry,2010). Researchers have found that while buying firms, along with the key suppliers, missions or goals concise properly (Ansoff,1988). The process of goal congruence provides the climate that helps in reducing the opportunistic behavior (Lindell and Whitney, 2001). So that, goal congruence is important in today’s business as both the organizations see a common goal and action (Cao,2011). The following hypothesis is developed in this way

H2: Goal congruence has an impact on the supply chain collaboration effectiveness

Goal congruence strategy creates faster strategic collaborations among the supply chain members. It means if a firm has the goal which is not satisfied by the customers, the key supplier would have compatible goals (Harman,1976). In this way, the buyer is more likely to achieve the goals through congruence theory (Min et al,2005). In the supply chain collaboration, the consistency and agreement of the goals of individuals belonging to different organizations are placed in a single row (Cao et al, 2010). Goal congruence can be defined as the argument or consistency of different individuals (Fawcett et al,2010). Within the organization, members may have different goals and they when communicating with other organizations these goals become multiple (Gosain et al,2004). Working to achieve a common goal by the alignment process and overarching mission is known as goal congruence (Swink et al,2007). In today’s era, where different members of different organizations are sharing their goals, their goals become same (Handfield and Bechtel, 2002). Organizations would become able to work on the same goal and to achieve the goal when a well-developed organizational design causes the goal congruence, and then goals can be achieved (Jap,1999). In the organization, where people want to work together to accomplish a strategy, working in the same row is required. When the evaluation criteria for the employees and the members are set up, then goal congruence process gets tough (Lambe et al, 2002). The literature review has described that when organizations share their common goals, goal congruence term can be used (Nyaga et al,2010). This concept can be illustrated when the organizations are divided to achieve the common goal (Mentzer et al,2001). According to latest research work, goal congruence is defined as the process in which goals of two or more groups are aligned (Nauta,2001).

Author have shown that goal congruence ability is positive and it is related to the operational decision-making processes (Stank et al, 2001). It has defined the information which is related to the business activities including delivery processes, hypothesis, long or short term orders, and inventory production (Petersen et al,2005).

Collaborative communication

Lots of misunderstanding and wrong decision-making operations are avoided when collaborative communication is done (Fawcett et al,2002). Author has said that the indicator of close inter-relationship among the families is considered as collaborative communication (Hartmann and De Grahl, 2011).

Between the ports and port users, it has been researched that supply chain collaboration plays an important role. It is searched by many academic and practitioners in the maritime industry. In today’s era, there is still a lack of empirical work on this issue (Jap and Anderson, 2003). Even though research studies have proven it that popularity in the supply chain collaboration is increased due to the involvement of collaborative communication. At the lower level, the effectiveness and its efficiency cannot be measured. The perception of collaborative communication is defined by several authors (Kumar et al,1995). The research work points out that larger firms work on the strategy of collaborative communication and these firms collaborate with each other to enhance the effectiveness of supply chain (Larsson,1999). In previous research work, the authors did not link directly the relationship of collaborative communication with the effectiveness of supply chain management. With the advancement in technology and information sharing, organizations themselves present the effectiveness of supply chain due to collaboration (Grawe et al,2011). Communication skills among different organizations must collaborate so that it would be helpful in extending the information sharing, joint planning, and using information technology systems. Members of different companies can have open ended communication in nature (Nunnally and Bernstein, 1994). Different organizations can share their beliefs, ideas, workload, thoughts, and common goals (Preacher et al,2004). Specifically, in the firms, collaborative communication is premier communication that enhances the profit and reduces the cost (Fawcett et al,2012). Partners of different companies today can share their stories, and public and political communication can help them in facing different challenges. Solving core issues and developing strategies for sustained success is all achieved by the members of organizations nowadays who act upon the concept of collaborative communication (Richey et al,2012). Latest research work on collaborative communication has stated that the engagement of media is required for an effective supply chain collaboration by using collaborative communication (Ralston et al,2013). For the sake of forecasting partnerships, the organizations can work on the concept of creating learning communities. The organizational learning concept is somehow related to the collaborative communication, and it improves the strategy of an organization, focuses on the goal, and impact of using different strategies in the decision-making process (Sabath and Fontanella, 2002). Collaborative communication in today’s industry helps in putting the ambitions of members at the center of every action. Every step that the organization put forward is supported by several strategies and decisions (Zhao et al,2008). Members are able to get different skills and expertise which are essential to meet the needs. At the part of collaborative communication, the organizations are focused on the building capacity processes. It not only helps to communicate in a better way but it also enhances the opportunities to achieve the goals (Cooper,1993). The main intention of collaborative communication is to deliver certain results, and in return, the organizations can get a meaningful partnership (Williamson, 1973). Researchers have defined the process of collaborative communication as a deep, refined, forecasting, and resolving complex issues process. Author has described that the organizations having the ability to combine innovative scenarios have a potential workload for the outstanding results. The companies are having an aim of changing the impossible things into possible work on the concepts of collaborative communication. Technology has made it possible and easy to work on distance (Churchill Jr., 1979). In this way, different organizations can collaborate with each other at a huge distance and in this way, problems can be solved. Nowadays, video chatting, audio calls, and messaging are common to communicate and to enhance the profit production (Lambert et al,1996). Among the participants of the supply chain, it is defined as the frequency and mode of communication (Hatcher, 1994). Firms can respond to dynamic market conditions through the process of collaborative communication. It is only due to the frequent communication, and it provides the firms with real information about the process (Grawe et al,2012). The formulated hypothesis is

H3: Collaborative communication has an impact on supply chain collaboration effectiveness

Long term use of collaborative communication is described by authors in the supply chain management (Iacobucci, 2010). Moreover, recent studies have proved that educators have identified that the ability to collaborate successfully leads towards positive feedback (Spekman et al, 1997). The collaborative communication in the supply chain management requires instruction, physical setting, and some performance. These elements help in making collaboration more creative and helpful for organizational use (Esper et al,2010). Author has described that collaborative communication is essential for the organizations seeking a common goal through the conversational analysis. It includes the construction of the deep structure of challenges and then facing it through strategical analysis (Dyer,1998). Collaborative communication in today’s era allows members to communicate with each other and to understand different explanations. It helps to recognize and to elaborate the knowledge. Through verbal exchange method, the conservational analysis is made easy and effective (Autry,2010).

Information sharing

Business operations have a common heart which is known as information sharing. It is an essential ingredient for operational decision-making. If there is the unavailability of right information, no business can work. For proper functioning, information is vital (Lee,2004). As information makes any task effective and efficient. It makes the situation strong enough to face the challenge and to reply to uncertainty (Lejeune and Yakova,2005). The key to planning, forecasting, and replenishment is information sharing. For the effectiveness of supply chain collaboration information sharing is the main essence. A person can work to reduce wastage by working at the right time and at the right place just by using information sharing strategy (Mentzer et al,2000).

To enhance the supply chain collaboration, information sharing is considered as one of the most important factors (Rosenzweig et al,2003). Companies get their enhanced performance due to better coordination among the members (Vickery et al,2003). Information sharing is the way which allows the members of different organizations to communicate with each other and coordinate in a better way. So does, organizations enjoy increased performance and profit (Simatupang and Sridharan, 2005). The literature review is based on the concepts that allow the organizations to share the degree of information sharing process (Williamson, 1985). From recent researches, it is estimated that integrated information technologies, integration which internal, quality of information, and cost-benefit relationships are all the objects that have an influence on the information sharing strategy in different companies (Fawcett et al,2006). Researchers have tested data and information from different countries. The structural equation modeling was used to estimate the proposed relationships, and for this purpose data from 150 countries were collected (Dillman, 2000). In future, the need of information sharing is essential as it not only improves the integrated information technology but the information quality (Davis-Sramek et al, 2010). Studies have found that information sharing is directly related to the performance of an organization. Among the supply chain partners, the relationship is mediated by the collaboration process (Cousins et al,2006). For future organizational performance, the strategy of information sharing is essential, and if is sufficient for the improvement of organizational performance by using supply chain collaboration. For the survival of enterprises and enabler of supply chain integration, information sharing serves as an essential approach (Daugherty et al,2006). In today’s era, the information technology and communication technology has become advanced, and in this way the requirement of information technology is conceivable. Now-a-days, companies still lack the collaboration of supply chain in information sharing process. It not only effects the efficiency of that organization but effects the production level of it (Daugherty,2011). The coordination among the members is also effected in this way. The literature on supply chain collaboration has concluded that effectiveness of information sharing in the supply chain management is necessary to enhance the efficiency of the organizational performance in the manufacturing sector (Corsten and Kumar,2005). Information sharing has several benefits and barriers that play a leading role in enhancing the supply chain integration among the enterprises. Some companies do not share information with the partners of supply chain, and these companies lack collaboration. Somehow they join other organizations just to make decisions which would improve the supply chain performance (Ansoff,1988). Research has stated that companies collaborate with each other and share information in order to promote information and activities. Some of the recent studies on the supply chain collaboration have stated that information sharing is major mean of competitive advantage (Chen et al,2011). Regarding the global network of organizations, information sharing plays an important role in inter- and intra-organizational relationships (Cronbach, 1951). The study has focused on the impact of information sharing on the supply chain collaboration effectiveness (Ellram et al,2008). It has stated that quality of product and service is enhanced and the cost is reduced just because of information sharing strategy. Effective information sharing is directly related to the achievement of competitive advantages (Zhao,2011).

H4: Information strategy has an impact on supply chain collaboration effectiveness

Between the trading partners of modern highly competitive markets, there is a reoriented management practice (Williamson, 1991). A strong collaboration is required between the competitors if the supply chain management is used in advantages (Zacharia et al,2009). For effective coordination in the supply chain, the process of information sharing is essential. It has been profound in many studies that information sharing plays an important role in supply chain collaboration and its performance (Whipple et al,2010). The leaders in any operational decision-making process can use information sharing process. It helps in better utilization of resources and to enhance the cost of supply chain collaboration (Skjoett-Larsen et al, 2003). Information sharing leads towards advancement in the information, communication, and technology. So that the organizations can share information and can work to get a goal (Rindfleisch and Heide, 1997). The research work is done to determine which type of information is supposed to share to perform certain tasks in a company (Schoenherr and Swink, 2012). Author has examined that information sharing in an organization focus on the manufacturing processes, and it analyses the number of retailers involved in the information sharing processes (Richey et al,2010).

It is a fact that both internal and external collaboration has their benefits. The main point is that how can firm view benefits of its supply chain collaboration (Closs, 1997).

One way to view these benefits is by impending supply chain collaboration and observing its benefits at a macro level. It includes ordinary reductions of cost and loss value as well as comparing profit value. For this purpose, a firm compares performances of different collaborators (Davis, 1993). The best way to get an idea regarding benefits of supply chain collaboration is by observing an activity or enterprise-based approach. According to professionals (DeSarbo et al,2005), the best way to get an idea regarding beneficial collaboration is by relating the benefits of collaboration to different specified activities as it is a fact that not all the activities require the involvement of different companies and all the stakeholders (Kohli,1990).

Some important supply chain activities by (Kwon and Suh,2004) which should be considered are:

  • Procurement
  • Design of different products
  • Investment in different projects
  • Manufacturing of new products
  • Processing of different orders
  • Management of inventory
  • Transportation
  • Delivery charges
  • Sales
  • Customer services

Procurement is a supply chain activity (Paulraj,2007). It gives collaboration benefits such as less time in searching for new suppliers, buyers. It makes the process of supply base management easy. It helps in making prices of items stable. Inventory management has a benefit of fewer number of stakeholders which lead to the involvement of less people in different business activities (Ralston et al,2013). Product design is a supply chain activity having benefits of more products manufacturing, great quality of products, fast development (Sanders et al,2011). All these lead to more sharing of knowledge an innovation capacity. Similarly, manufacturing and planning give benefits of management and better product quality. Distribution leads to faster delivery of product from manufacturer to user which will increases the profit value (Skjoett-Larsen et al,2003). Sales give benefits of overcoming competitors. Sales also help in increasing market shares and stakeholders. It also improves promotional events. Better customer service increase demand for products which lead to more profitability. Management gives benefits of authentic and accurate forecasts (Srinivasan,2011).

These few activities should be considered mainly and observed very deeply as supply chain collaboration is directly related to them. It is a fact that supply chain collaboration is not appropriate for every type of business. There are many risks also which are being involved in collaborations (Tadelis,2012).

The most destructive harm of collaboration is its failure (Whipple, 2010). This issue can cause loss of the large amount of investment along with time. It can also cause the delay of different business plans and activities. Another risk of failure is the disclosure of competition. Another major risk is the issue is of dependence. Die or collaboration one company depends a lot on other companies which can make the survival of company or firm difficult (Wong et al,2011). When talking about dependence issues than it is one the most complex issues in business. It is a state in which one company completely or moderately depends on another company or the set of different companies. Many authors (Grawe et al,2013) have been observed this issue. For example, as we all know that procurement is a process in which a buyer or user buys from a supplier, the more a buyer will buy the more he will be able to influence the supplier. In most cases of supply chain collaboration, dependence has become a cause of many complexities. And this risk is more in cases where small companies collaborate with big ones. The main element in such cases is the element of power (Adams, et al,2012).

For example, if there are two companies one collaborator and one not end up working together due to different issues. This can cause duplications of ideas and processes in many activities. With time and development in science due to increase in technology, it is possible that in future there would not be any supply chain collaboration among companies. Chances are there that in future after 4 to 5 years there will be the complete termination of collaboration among different companies (Podsakoff et al,2012).

(Kampstra,2004) observed the reason of the failure of collaboration in different firms. The main reasons behind the failure of collaboration are:

  • Infrastructure of firm
  • Trust issues
  • Organization design
  • Competition
  • Fear of external stakeholders
  • Financial reasons

The main reason behind the failure today is:

  • More dependence on external parties
  • Lack of proper business policy

So supply chain collaboration very helpful in most of the cases but with the advanced technology, it is becoming dangerous. Science has increased the risk chance of supply chain collaboration. Now modern companies prefer working independently rather than becoming dependent on any external stakeholders.

Research Instrument


I am Aksa Suhail, an MS Supply Chain Management student from Bahria University, Islamabad conducting research, on the subject of, “ Critical Success Factors For Supply Chain Collaboration Effectiveness”. For the purpose of my study I am gathering data from manufacturing firms. I am collecting primary data for my research using this questionnaire as a tool. Your personal information will not e disclosed to anyone. This survey is purely for educational purpose only. If you wish to know the finding concluded by this study please mention your email address. For any further query you can contact me on: [email protected]

NAME (optional):

Email (optional):


  1. Steel
  2. Food
  3. Technological
  4. Pharmaceutical
  5. Cement


  1. 1-50 Employees
  2. 51-100 Employees
  3. 101- 250 Employees
  4. 251- 500 Employees
  5. 501- 1000 Employees
  6. 1000 or above employees


  1. Top Management
  2. Middle Management
  3. Operational Management


  1. Procurement
  2. Logistics
  3. Finance
  4. Marketing
  5. HR
  6. Production



  1. 1 – 5 years
  2. 6- 10 years
  3. 11 – 15 years
  4. 16 – 20 years
  5. 21 – 30 years
  6. 30 years or above


  1. 1 – 5 years
  2. 6- 10 years
  3. 11 – 15 years
  4. 16 – 20 years
  5. 21 – 30 years
  6. 30 years or above


  1. Bachelors
  2. Masters
  3. Doctorate

For each of the following questions below, circle the response that best characterize how you feel about the statement. Where: 1= Strongly disagree, 2= Disagree, 3= Neutral, 4= Agree and 5= Strongly agree.


Supply Chain Collaboration Effectiveness : Supply chain collaboration is defined as , when two or more companies work together to create competitive edge and higher profit , which is not achievable in isolation. Supply chain collaboration effectiveness is measured on the basis of process efficiency, offering flexibility, quality, innovation and firm performance.

1 Our organization with supply chain participants … Strongly disagree Disagree Neutral Agree Strongly agree
1.1 Process Efficiency
1.1.1 …meets agreed upon unit costs in comparison with industry norm 1 2 3 4 5
1.1.2 …meets productivity standards in comparison with industry norms 1 2 3 4 5
1.1.3 …meets on-time delivery requirements in comparison with industry norms 1 2 3 4 5
1.1.4 …meets inventory requirements in comparison with industry norms 1 2 3 4 5
1.2 Offering Flexibility
1.2.1 …offers a variety of products and services efficiently in comparison with industry norms 1 2 3 4 5
1.2.2 …offers customized products and services with different features quickly in comparison with industry norms 1 2 3 4 5
1.2.3 …meets different customer volume requirements efficiently in comparison with industry norms 1 2 3 4 5
1.2.4 …has good customer responsiveness in comparison with industry norms 1 2 3 4 5
1.3 Quality
1.3.1 …offers products that are highly reliable 1 2 3 4 5
1.3.2 …offers products that are highly durable 1 2 3 4 5
1.3.3 …offers high quality products to our customers 1 2 3 4 5
1.3.4 …have helped each other to improve product quality 1 2 3 4 5
1.4 Innovation
1.4.1 …introduces new products and services to market quickly 1 2 3 4 5
1.4.2 …has rapid new product development 1 2 3 4 5
1.4.3 …has time-to-market lower than industry average 1 2 3 4 5
1.4.4 …innovates frequently 1 2 3 4 5
1.5 Firm Performance
1.5.1 …observed growth of sales 1 2 3 4 5
1.5.2 …has observed increase in growth in return on investment 1 2 3 4 5
1.5.3 …observed increase in profit margin on sales 1 2 3 4 5


Decision synchronization: To optimize the supply chain benefits the participants of the supply chain try to bring their decision is synchronization.

2 Our organization and supply chain participants… Strongly disagree Disagree Neutral Agree Strongly Agree
2.1 …jointly plan on promotional events 1 2 3 4 5
2.2 …jointly develop demand forecasts 1 2 3 4 5
2.3 …jointly manage inventory 1 2 3 4 5
2.4 …jointly plan on product assortment 1 2 3 4 5
2.5 …jointly work out solutions 1 2 3 4 5


Goal congruence: Goal congruence is when supply chain members take fulfilling supply chain objectives as their responsibility equally.

3 Our organization and supply chain participants… Strongly disagree Disagree Neutral Agree Strongly agree
3.1 …have agreement on the goals of the supply chain 1 2 3 4 5
3.2 …have agreement on the importance of collaboration across the supply chain 1 2 3 4 5
3.3 …have agreement on the importance of improvements that benefit the supply chain as a whole 1 2 3 4 5
3.4 …agree that our own goals can be achieved through working toward the goals of the supply chain 1 2 3 4 5
3.5 …jointly layout collaboration implementation plans to achieve the goals of the supply chain 1 2 3 4 5


Collaborative communication: Collaborative communication is the indicator for close inter-organizational relationship. Collaborative communication is defined as the frequency and mode of communication among the participants of supply chain.

4 Our organization and supply chain participants… Strongly disagree Disagree Neutral Agree Strongly agree
4.1 …have frequent contacts on a regular basis 1 2 3 4 5
4.2 …have open and two-way communication 1 2 3 4 5
4.3 …have informal communication 1 2 3 4 5
4.4 …have many different channels to communicate 1 2 3 4 5
4.5 …influence each other’s decisions through discussion rather than request 1 2 3 4 5


Information Sharing: Information is vital for functioning, it makes the stream more effective and efficient to reply to uncertainty.

5 Our organization and supply chain participants… Strongly disagree Disagree Neutral Agree Strongly Agree
5.1 …exchange relevant information 1 2 3 4 5
5.2 …exchange timely information 1 2 3 4 5
5.3 …exchange accurate information 1 2 3 4 5
5.4 …exchange complete information 1 2 3 4 5
5.5 …exchange confidential information 1 2 3 4 5



The quantitative research is based on reversion analysis where we will assess the dependency of the dependent variable on the independent variables. The arrangement of the study is as follows:

Independent Variables:

  • decision synchronization
  • information sharing
  • goal congruence
  • collaborative communication

Dependent Variable:

  • supply chain collaboration effectiveness

Research Analysis:


Research Discussion:

The ideas of a store network and inventory network administration are accepting expanded consideration as methods for getting to be or staying focused in an all-around testing condition. What recognizes production network administration from other channel connections? This paper displays a structure for separating between customary frameworks and inventory network administration frameworks. These qualities are then identified with the way toward building up and dealing with an inventory network. A specific focal point of this paper is on the ramifications of store network administration for buying and coordination’s.

The execution estimation device refreshes destinations which are required to conceal firm mission; for the most part firms have been seen assessment to give choice on the cost and adequacy. Regardless of what is coordination’s thought bundling is one of the real qualities as saw by client. Bundling is critical factor in choices making since it conveys material taking care of to end client. The desire while acquiring, client expect wellbeing of that item till they get it. The information administration incorporates the two people and gathering inside and over the organizations overseeing implied and unequivocal learning to use sound judgment, step up and give yield to help business procedure. (Jajja et al., 2016)

Coordination’s is fundamentally part of store network administration. It essentially incorporates inbound and outbound transportation administration, warehousing, material taking care of, bundling, preparing and data sharing over the entire exercises. There are different exercises including acquirement creation arranging bundling and change of crude materials into completed products. Coordination’s is likewise part of a wide range of hierarchical arranging and is incorporated into both operational and vital level (Wassenhove, 2006).

The data sharing is most critical factor. To assemble and refresh data different kinds of data taking care of gadgets is utilized on coordination’s and store network administration. Organization need to grow more computerized gadgets for continuous data which will help in refreshing clients (Yawar & Seuring, 2017.

Store network coordinated effort is the level of all procedures among the organization provider and client who are incorporated with each other. Production network coordinated effort incorporates great correspondence between all store network accomplices. In store network administration the stream of data has significant effect portraying the significance of on-going and right data which is the most basic component for adequacy of coordination’s exercises (Fawcett et al., 2015).

The cutting edge specialized strategy in view of information base as opposed to telephonic and fax as it is recognized that specialized technique comprises of various of correspondence stations among the associations. Aside from most basic techniques, phone mail and fax, the electronic information access can be utilized to share data. Organization need to manufacture standardized identification examining for sparing time and scattering right data in little city. As talked about that the ID framework is utilized to filter information consequently and perceive products in stream process. The standardized tag is minimum well known technique for merchandise distinguishing pieces of proof. ABCQ isn’t completely operational all through the nation. It incorporates some coordination’s exercises including the outsider coordination’s included outsourcing of organizations to play out their strategic tasks that have just been performed inside the organization. The administrations can be incorporated into entire coordination’s procedure of a few kinds of coordination’s exercises. The outsourced bundling material assumes an imperative part for administrations magnificence. Organization generally outsources their bundling material that bundling is one of the significant trait which saw by client. Bundling is pivotal factor in choices making since it conveys material dealing with to end client since client expects an item wellbeing as the principal need of the coordination’s firm. Bundling has real effect on organization deals. It is reasoned that bundling is consider for sheltered and appropriate material dealing with development warehousing, utilization reuse with additional client esteem and more profit for deals (Tarhini et al., 2015).

Limitations and Future Direction:

The principle constraint for directing this examination is the absence of time. Eye to eye and telephonic meetings with administrator and directors were led. Because of absence of time and accessibility of staff makes it hard to cover all viewpoints. Besides, meet with night staff was led by means of phone which is likewise not as much accommodating when contrasted with eye to eye interviews. The other impediment is the absence of back (Wassenhove, 2006).

The immaculate conveyance of shipments according to worldwide principles and duty with client is most vital to keep up global administration level. There are different elements which are influencing the operational exercises of the organization and in addition organization inside components, for example, worker issues, HR issues and so on. The featured components will definitely profit and improve organization execution and picture among the clients in advertise by overcoming featured obstructions. This investigation will likewise give proposals to the chiefs and future analysts (Gunasekaran et al., 2015).

The exploratory research portrayed by high level of adaptability and absence of formal structure. It included evaluating writing on the recognized factors and center gathering meeting and date accumulation from articles, magazines, past report and whatever other true sources where information is being put away and can be recovered. The primary point of exploratory research is to constrain the limits in which issues are probably going to dwell and recognize the notable factors that are important to examine (Ramanathan & Gunasekaran, 2014).

Based on broad writing survey and master supposition, 10 parameters of client administration and fulfilment are identified. These parameters are: capacity to determine client dissensions, capacity to convey item on time, capacity to catch up client enquiries, capacity to decide future desires of client, change of request fill rate, capacity to diminish client reaction time, capacity to lessen shipping blunder, capacity to decrease cost consistently, capacity to modify the item, and use of moral measures.

This is trailed by capacity to convey item on time, capacity to catch up client enquiries, and capacity to decide future desires of client. The market is currently more clients situated and keeping in mind the end goal to fulfil clients, it is vital to determine their grumblings, take after enquiries, and anticipate future requests.

In client administration and fulfilment class of execution, over the most recent three years change has been seen as far as capacity to determine client objections, capacity to convey item on time, capacity to catch up client enquiries and capacity to decide future desires of clients.

1. Work together in territories where you have a strong balance.

Associations are oftentimes tempted to use joint exertion as a way to deal with fill openings in their own specific capacities. Before long, the best joint endeavors develop characteristics instead of compensating for inadequacies. A maker hoping to collaborate because of an important retailer keeping the true objective to upgrade its own specific deciding execution, for example, will have little to get from access to the retailer’s motivation of-offer data unless it has the in-house legitimate ability to make effective use of that data. So likewise, there is little point in entering facilitated endeavors to help bargains if any extension looked for after is most likely going to continue running into amassing limit prerequisites (Wassenhove, 2006).

Potential partners should in like manner ensure they have the right supporting structure set up early of any communitarian effort. Is top organization centered on the joint exertion process and arranged to offer assistance as time goes on? Are in-house information development (IT) systems adequately generous to energize persistent data sharing if required?

2. Transform win-lose circumstances into win-win openings with the correct advantage sharing model.

A couple of composed endeavors ensure measure up to benefits for the two social occasions. In case, for example, a maker and a retailer cooperate to enhance thing mix, both could plan to benefit by the consequent augmentation in bargains. In various cases, in any case, the collaboration may make as much regard all things considered however the favorable position could fall more to one associate than to the following. Here’s one authentic case: a retailer and a creator could diminish global collaborations costs among generation line and store by evacuating the maker’s scattering centers and viewing the retailer’s flow sort out as one fused stock system, from amassing plant to store rack. In any case, the retailer’s store arranges managers endeavored to get affirmation for the idea from their power since it realized the retailer was passing on a far more significant piece of the collaborations cost.

Rather than shying a long way from such upside-down facilitated endeavors, sharp associations can impact them to work by agreeing on more intricate favorable position sharing models. These can come as discounts or cost augmentations to more sensibly sharing extended edges or cost diminishments, or they can incorporate compensation in various parts of the relationship. For example, when one retailer cooperated with a creator on a co-checked item offering, the maker agreed to ingest the right thing change costs as a side-effect of a broadened offer of the retailer’s thing offerings over a broader course of action of orders (Wassenhove, 2006).

Preferred standpoint sharing can beat differentiates in immediate needs, too. One advancement focused producer was affected to join a stock system misuse diminish composed exertion with a retailer by setting up an agreement to store some segment of the assets the two associations achieved into a shared pool, which would then be placed holdings into tries to deliver additional arrangements.

In this way, in the thing stream change case delineated in the sidebar (“Opportunities for facilitated exertion,” underneath), the maker gave the candid enthusiasm for new retail-readied packaging, while its retail associate got a large segment of the prizes the extent that widespread availability and diminished work costs. The two associations developed a common focal points pool and assented to use a level of the save assets to fund future cost-diminishment tries and a business change program (Yawar & Seuring, 2017).3. Select accomplices in view of capacity, key objectives, and esteem potential.

The best potential associate won’t be the best one. Various associations intend to collaborate with their most significant suppliers or customers since they expect that the best regard is to be found there. All around, regardless, this turns out not to be legitimate. Composed exertion may be more excitement to a smaller assistant, which may put extra time and effort in the program than an enormous one that is starting at now juggling numerous practically identical exercises.

A conventional approach is one that assesses current customers or suppliers across more than three essential estimations. In the first place, is there enough potential motivating force in collaborating with this accessory to legitimize the effort? The two attachments in an arranged facilitated exertion should ensure that it will pass on a sufficient return to legitimize the candid hypothesis. Second, do the two accessories have sufficiently vital fundamental interests to help the organized exertion? A retailer that has sorted out advancement in a particular locale or segment will have more to get from collaborating with a maker that has a robust offering in a comparable district. Third, does the assistant have the right establishment and techniques set up to give a preface to the participation? Cooperating to improve deciding and demand to mastermind is presumably going to baffle in case one associate’s present orchestrating systems, structures, or execution are insufficient (Khan et al., 2015).

4. Put resources into the correct framework and individuals. The two producers and retailers that took an interest in our examination referred to an absence of committed assets as one of the best three explanations behind the disappointment of coordinated effort endeavors. Organizations much of the time think little of the assets required to influence joint efforts to work, expecting that they can surrender it over to staff in different capacities to do what’s needed notwithstanding their different duties (Tarhini et al., 2015).

Detaches inside one association can make issues, as well. “Grassroots” cooperation began between two production network supervisors can prompt fast execution enhancements, just to be snuffed out when those higher in the association neglect to comprehend the activity’s potential. On the other hand, a coordinated effort understanding made between two board-level administrators will fail out if the supervisors in charge of executing it think it is yet another fleeting senior administration impulse; in the event that they can’t perceive how the joint effort will enable them to accomplish their particular destinations; or on the off chance that they do not have the motivating force to put extra exertion into the undertaking over their current everyday parts (Iqbal et al., 2015).

To forestall both of these issues, best-rehearse organizations give additional assets to their joint efforts, especially in the beginning times of another relationship. The proper foundation for effective cooperation starts at the highest point of the association, with a directing board of trustees of senior pioneers who can set the characterizing vision for the community exertion and assign assets to help it. The nitty-gritty plan of the cooperation program is then finished by a group involving individuals from every single significant capacity from the two accomplices in the joint effort. The group for a request arranging exertion, for instance, ought to incorporate individuals from deals, back, and inventory network for the producer and from buying, promoting, and store activities for the retailer. This group will likewise be in charge of the everyday observing of the exertion once it is up and running (Jajja et al., 2016).

5. Set up a strong, joint execution administration framework.

An intense execution organization system makes an association ensure that any whole deal wanders on track and passing on the results it should. Underway system joint exertion attempts, the two individuals ought to use a comparable execution organization structure. By building essential estimations and targets and together checking progress associations keep up a vital separation from the misaligned persuading powers that damage such a unique number of collaboration attempts (Blome et al., 2014).

How to beat these potential conflicts? Attempt to keep things essential by picking the most diminutive possible number of estimations required to give a photograph of the collaboration’s overall execution, and a short time later to manage those estimations about, with predictable joint reviews and necessary reasoning sessions to address trade-offs. The real vitality of any execution organization structure starts from this consistent, overwhelming trade between assistants, yet this is in like manner the segment for the most part ignored or underemphasized by cooperating associations (Gunasekaran et al., 2015).

6. Cooperate to the extent that this would be possible.

The last significant component of a successful joint exertion is stamina. It may require speculation and push to overcome the fundamental deterrents and impact another collaboration to work. The two social events need to see this and amass a legitimately whole deal perspective into their destinations and wants for the joint exertion. This infers including estimations that study execution past the principle year, and likewise driving some joint, whole deal masterminding so the two associates can get a perception of each other’s more drawn out term objectives and perceive a guide of exercises they can tackle together after some time. Such orchestrating makes associations break out of the transient errand disposition that can confine the significant impact of communitarian attempts. Regardless, assistants ought to in like manner take care to ensure that they are doing all that they can to get any open quick wins, so the joint exertion starts passing on a motivation as fast as could be normal in light of the current situation.

Right when associations take a whole deal perspective, their group situated undertakings can transform into an upright circle: a more imperative understanding of each other’s capacities, learning, and costs will oftentimes reveal new potential wellsprings of critical worth, while the experience of working immovably together suggests that later exercises will take less time and be less requesting to execute than mid ones (Fawcett et al., 2015).


Down to earth Recommendation:

The accompanying suggestions ought to be given thought for a smooth stream of activities process

• Need to mastermind instructional course for messenger and center officer.

• Hire great outsider coordination’s accomplice for out of conveyance territory for brilliant administrations.

• Install mechanized IT framework in little urban communities for on spot ongoing data and lesser human endeavors.

• Company ought to outsource great bundling material by or influence a request by offering them to test of universal bundling.

Future Research Avenues:

The accompanying examination roads can be taped by the exploration understudies and academicians.

1. The relative examination can be lead with looking at coordination’s and transportation between various organizations and enterprises.

2. This examination is of subjective nature. Quantitative research can likewise be directed in this industry to get data in figures which make simple to assess the outcomes.

3. An exploration can likewise be directed to contemplate general industry division of coordination’s including air transport, ocean and street.


The target of this examination was to recognize the effect of CSFs for SCM on the execution of Indian SMEs with regards to rising worldwide market. From this examination it is watched that the basic achievement factors have positive effect on various classifications of execution, for example, client administration and fulfilment, development and development, monetary execution, and inner business of Pakistani SMEs. Further, when broke down area astute, diverse CSFs demonstrate distinctive effects on various execution criteria in various parts. It is additionally watched that to confront the difficulties of a worldwide market, SMEs in Pakistan currently perceive the significance of SCM execution on a bigger scale.

Picking the right estimations can be trying, regardless, and it will unavoidably incorporate trade-offs. In a planned push to reduce collaborations costs, for example, the associates may need to pick between a bed setup that is progressed to suit a retailer’s restocking frames, which will lessen in-store work costs and one that enhances truck fill, which will diminish transportation costs from movement center to retail store.

By and by, even moderately straightforward cooperative undertakings will be more troublesome than proportional exercises directed inside the dividers of the association. That is because staff must defeat contrasts in culture, association, and wording, also the essential test of finding the correct contact inside the accomplice association with whom to liaise.

Based on this investigation, a portion of the closing perceptions are as per the following:

Top administration duty, long haul vision for survival and development, center around center qualities, gave assets for production network and advancement of successful SCM procedure are the principle CSFs for execution of SCM in Pakistan SMEs (Ramanathan & Gunasekaran, 2014).

Open doors for supply chain collaboration effort and its advantages exist, however they rely upon various elements. Land parameters, request qualities and the sort of item or administration being provided are all to be considered. Data frameworks have advanced to give profoundly powerful help to coordinated effort, however they should be connected after the potential for cooperation has been affirmed. It is the presence of positive conditions for store network joint effort that drives any choice on interest in such arrangements, not the other way around.


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