Organizational learning that stems from supply chain relationships develops the partner capability to play their roles more efficiently
Green et al. (2006) also concluded that market orientation factors relate positively and significantly to supply chain management strategy. In their theoretical study on the role of marketing in supply chain management, Min and Mentzer (2000) argued that market orientation plays a fundamental role in implementing supply chain management. Recently, Karami, Ghasemi, Khan, and Hamid (2014) proposed that market orientation affects firms’ supply chain management strategies. Therefore, we propose