Market Orientation, Supply Chain Integration, and Marketing-Technical Integration: Antecedents of Competitive Advantage

Authors

  • Muhammad Khurram Shahzad PhD Scholar, Lahore Business School, Faculty of Management Sciences, The University of Lahore, Lahore, Pakistan
  • Sheraz Ahmed Assistant Professor, Lahore Business School, Faculty of Management Sciences, The University of Lahore, Lahore, Pakistan
  • Farooq Anwar Professor, Lahore Business School, Faculty of Management Sciences, The University of Lahore, Lahore Pakistan

DOI:

https://doi.org/10.22555/pbr.v26i1.1176

Keywords:

Competitive advantage, market orientation, marketing-technical integration, supply chain integration, knowledge-based dynamic capabilities

Abstract

The study aims to investigate the role of knowledge-based dynamic capabilities in achieving competitive advantage. First, the study considers the firms’ important marketing and supply chain management capabilities and logically identifies market orientation, supply chain integration, and marketing-technical integration as knowledge-based dynamic capabilities, then empirically attempts to examine their role in achieving competitive advantage. A quantitative research design was utilized, and all constructs were directly measured using multi-item scales. Data was collected from 625 pharmaceutical firms working in Pakistan and analyzed by using partial least squares structural equation modeling. The results show that market orientation has the strongest effect, followed by supply chain integration, and marketing-technical integration. The study provides strong evidence for the need for a knowledge-based approach in firms. Firms must develop knowledge-based dynamic capabilities for acquiring, generating, and combining knowledge to achieve a competitive position in their respective industries. Managers should focus on customer needs and competitor activities, integrate with supply chain partners, and promote a culture of cross-functional collaboration. The study contributes to the existing body of knowledge on knowledge-based dynamic capabilities and emphasizes the importance of a knowledge-based approach in achieving competitive advantage.

Author Biographies

  • Muhammad Khurram Shahzad, PhD Scholar, Lahore Business School, Faculty of Management Sciences, The University of Lahore, Lahore, Pakistan

    Muhammad Khurram Shahzad is a doctoral candidate at Lahore Business School, The University of Lahore, Pakistan. He obtained bachelor’s degree from University of the Punjab, Lahore and MS degree from Imperial College of Business Studies, Lahore. His research interest includes Distribution Management. He has held multiple positions related to Operations and Supply Chain management in various organizations in the last 15 years and has 11 publications in indexed journals.

  • Sheraz Ahmed, Assistant Professor, Lahore Business School, Faculty of Management Sciences, The University of Lahore, Lahore, Pakistan

    Dr. Sheraz Ahmed is an Assistant Professor at Lahore Business School, The University of Lahore, Pakistan. He obtained PhD degree from UNIMAS Malaysia. His area of interest is Customer Relationship Management and has several publications. He is renowned for providing consultancy to various firms.

  • Farooq Anwar, Professor, Lahore Business School, Faculty of Management Sciences, The University of Lahore, Lahore Pakistan

    Prof. Dr. Farooq Anwar is a Professor at Lahore Business School, The University of Lahore, Pakistan. He obtained PhD degree from Universiti Malaysia Sabah, Malaysia. He has 23 years of teaching experience and has provided various training and consultancy services to the Corporate Sector. He has served various universities as Dean, Campus Director and Head of Department. His research interest includes Distribution Management and has various publications in international journals. He has attended 27 research international conferences and symposia. He is also a writer of two books.

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Additional Files

Published

2024-10-01

Issue

Vol. 26 No. 1 (2024): PBR

Section

Articles

License

Copyright (c) 2024 Muhammad Khurram Shahzad, Sheraz Ahmed, Farooq Anwar

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

How to Cite

Shahzad, Muhammad Khurram, Sheraz Ahmed, and Farooq Anwar, trans. 2024. “Market Orientation, Supply Chain Integration, and Marketing-Technical Integration: Antecedents of Competitive Advantage”. Pakistan Business Review 26 (1): 86-103. https://doi.org/10.22555/pbr.v26i1.1176.

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