Being agile in market orientation to enhance firm performance: The role of green supply chain management
Abstract
This study is the response to the calls for enhancing the performance of small and medium enterprises (SMEs) by investigating the impact of market orientation on firm performance through green supply chain management (GSCM) practices. To this end, we used a formal questionnaire to collect cross-sectional data from 300 respondents in Pakistani SMEs and estimated our model employing partial least squares structural equation modelling (PLS-SEM). Our results indicate that market orientation drives firms to adopt GSCM practices. Moreover, GSCM is a significant channel through which market orientation enhances firm performance. Among the GSCM practices, reverse logistics emerged as the strongest driver of firm performance. By highlighting various policy implications, our findings urge the SME sector to implement GSCM in their business operations in achieving environmental, economic, social and operational milestones together.
Document Type
Journal Article
Date of Publication
1-1-2021
Volume
14
Issue
4
Publication Title
International Journal of Agile Systems and Management
Publisher
Inderscience
School
School of Business and Law
RAS ID
45061
Copyright
subscription content
First Page
517
Last Page
542
Comments
Butt, P., Kamran, M., Afzal, F., & Mukit, M. M. H. (2021). Being agile in market orientation to enhance firm performance: The role of green supply chain management. International Journal of Agile Systems and Management, 14(4), 517-542.
https://doi.org/10.1504/IJASM.2021.120237