Supply chain management as a mediator between technological marketing orientation and export performance

Purpose The purpose of this study is to examine the role of supply chain management (SCM) as a mediator between technological marketing orientation (TMO) and export performance (EXPERF) of firms. Design/methodology/approach The research model was developed based on knowledge-based view theory and designed using a quantitative approach. The analyses in this study were carried out using SmartPls4 software. The sample included 231 managers from diverse international firms across Europe. Findings The main findings of this study show that TMO positively affects EXPERF. In addition, SCM provides partial mediation in the relationship between TMO and EXPERF. Research limitations/implications The findings provide several practical guidelines for marketing managers and organizations. Managers should pursue technological resources to improve their marketing strategies. Moreover, organizations should carefully manage their supply chains in collaboration with all parties in the chain, including suppliers and customers. Originality/value This research provides new conceptual and operational insights that enrich the body of knowledge regarding the relationships between SCM, TMO and EXPERF.