Building Supply Chain Resilience through Market Orientation: The Mediating Role of Process Improvement, Digital Transformation, and Efficiency in Enhancing Performance

Abstract

This study examines how market orientation enhances organizational performance through the mediating roles of process improvement, digital transformation, supply chain efficiency, and supply chain resilience, as well as the moderating role of organizational agility. The study seeks to explain how strategic orientation can be transformed into operational and adaptive capabilities that strengthen competitiveness in turbulent environments. A quantitative survey of 384 managers from manufacturing and service firms was analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The research framework integrates the Resource-Based View (RBV) and Dynamic Capabilities Theory (DCT) to capture multi-stage mediation and moderation effects. The findings indicate that market orientation significantly drives process improvement and digital transformation, which enhance supply chain efficiency. Supply chain efficiency, in turn, strengthens supply chain resilience, ultimately improving organizational performance. Furthermore, organizational agility positively moderates the relationship between resilience and performance, highlighting the importance of adaptability and capability orchestration. From a managerial perspective, the results suggest that organizations should foster market orientation as a foundation for developing digital and process capabilities that build resilient and efficient supply chains, while investments in agility practices can further convert resilience into superior performance during disruptions. By integrating resilience and agility into the market orientation–performance relationship, this study offers a holistic and empirically validated framework that explains how firms can transform strategic intent into operational excellence and sustainable competitive advantage.