The effects of supply chain flexibility on customer responsiveness: the moderating role of innovation orientation

Abstract

We investigate the link between supply chain (SC) flexibility and responsiveness. Our study contributes to the literature by examining how SC flexibility, as a multi-dimensional construct, affects customer responsiveness and if this relationship is moderated by the innovation orientation of a firm. Using data from 225 Swedish manufacturers, we test our proposed empirical model and find empirical support for the positive effects of the supply chain flexibility dimensions on customer responsiveness. In addition, we found support for the strengthening effect of innovation orientation on the link between internal flexibility and customer responsiveness. The empirical validation of the relationship between the multi-dimensional SC flexibility and customer responsiveness which is moderated by the innovation orientation is an original contribution to both theory and practice.