Practical implications – The study findings reinforce the importance of a market orientation for firms in the manufacturing sector, and likewise the
importance of a sound SCM strategy. The success of firms depends on their ability to satisfy customers. Since market orientation is positively related to
organizational success, and SCM strategy helps facilitate market orientation, top managers should view effective SCM as key in meeting customer
needs to achieve long run success.
Originality/value – This paper examines the relationships among SCM strategy, market orientation and organizational success and is the first
empirical research to propose a model of those relationships. Researchers can use the findings herein to generate ideas for future studies, and top
managers can glean important knowledge about how effective SCM impacts organizational performance.