The objective of this study was to examine the relationship between marketing and supply chain management. A new conceptual research framework was developed that used quality management practices, organisational innovation, organisational learning, supply chain innovation, supplier cooperation, and supply chain efficiency as variables that influenced the relationship between market orientation and innovation leadership as independent and performance. In this study, market orientation and innovation leadership acted as independent variables and performance was used as a dependent variable. Once the different aspects of effective performance are identified and the influence these aspects had on each other is assessed, managers can use this information to strengthen the relationship between supply chain partners and improve the performance of an organisation. This study used a framework that can be used for future studies on the relationship between market orientation, innovation leadership, and performance ...
['Meisam Karami', 'Ali Akbar Hozhabri', 'Reza Ghasemi', 'Abdul Hamid Abu Bakar']
Market orientation and performance relationship with respect to the manufacturing industry