Firms are said
to have adopted a supply chain orientation (SCO) (Mentzer et al., 2001) when integrative and collaborative supply chain
management activities are explicitly the result of an emphasis on customer focus, customer value-creation, coordinated
marketing, and profit generation (Kohli & Jaworski, 1990; Narver & Slater, 1990; Slater & Narver, 1994).