Moderating Role of Ownership Type in the Relationship between Market Orientation and Supply Chain Integration in E-Business in China

Integrating supply chain processes in e-business in emerging and transitional economies has attracted considerable attention from practitioners and researchers. Based on the theory of market orientation MO and the institution-based perspective, this paper investigates the effect of MO on supply chain integration SCI in e-business and examines the moderating role of ownership type in the relationship between MO and SCI in China. The results of a survey of 229 firms suggest that the MO dimensions have different effects on the supply and the demand process integration in e-business. Moreover, ownership type moderates the relationship between MO and SCI. Implications and suggestions for future research are likewise discussed.

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